Relational antecedents and consequence of key account management performance: a review, framework and research agenda
Nor Azila, Mohd. Noor
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The present paper traces the issue of key account management performance which was has regarded as a pressing concern of many supplier companies. sales efforts. Based on the social exchange theory, researcher theorized and hypothesized the conditions under which relational factors including supplier relational investment, perceived buyer relational investment and relational intimacy influence key account management performance and its resulting impact on repeat order. Researcher also theorized the moderating role of length of relationship on key account management performance-repeat order relationship. Several theoretical and practical implications are provided along with suggestions and limitations to isolate a platform for future research directions. Additionally, an improved understanding from this framework will help developing policies for effective key account management in Business-to-business relationship.