کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10496068 942249 2014 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Relational key account management: Building key account management effectiveness through structural reformations and relationship management skills
ترجمه فارسی عنوان
مدیریت حسابهای کلیدی ارتباطی: ایجاد اثربخشی مدیریت کلیدی حسابداری از طریق اصلاحات ساختاری و مهارتهای مدیریت ارتباطی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
Literature has widely recognised the importance of key account management (KAM) in building long-term customer relationships. Although KAM grounds significantly on the relationship marketing theory, most empirical studies focus on the financial impact a KAM programme can produce. Hence, only normative work can advise practitioners on the implications from adopting a relational approach in managing their business with customers who can help the supplier realise a broader set of strategic objectives. Drawing from 304 cases of different suppliers, this article seeks to start filling this gap in the literature and offer empirical evidence regarding the structural and relational implications from a KAM programme. In summary, the findings suggest that adopting a relational perspective through the development of key account management orientation (KAMO) will result in certain, necessary, structural reformation while allowing for specific relational skills to develop. Consequently, supplier's performance also improves. Moreover, this chain of effects remains strong independently of resources available to the supplier, suggesting that KAM can be a significant basis for developing a competitive advantage irrespectively of the supplier's size.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 43, Issue 7, October 2014, Pages 1110-1123
نویسندگان
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