Approaching key account management from a long-term perspective

Nektarios Tzempelikos, Spiros Gounaris

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

The importance of Key Account Management (KAM) in building long-term relationships between suppliers and customers is widely recognized in the marketing literature. However, this relationship-oriented perspective of KAM lacks appropriate empirical examination. To fill this gap, the present study uses data from 304 personally administrated interviews to empirical examine Key Account Management Orientation (KAMO), a notion that integrates a set of values that a supplier should develop in order to manage effectively KAM relationships. Furthermore, the study examines how KAMO relates with company performance within a broader relationship marketing perspective. Academic as well as managerial implications are discussed.
Original languageEnglish
Pages (from-to)179-198
Number of pages20
JournalJournal of Strategic Marketing
Volume21
Issue number2
Early online date22 Feb 2013
DOIs
Publication statusPublished - 2013

Keywords

  • key account management
  • relationship quality
  • key accounts
  • relationship marketing

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