An exploratory study into the importance of key account management and the value it brings to the buyer-seller relationship

摘要

This study explores the importance of Key Account Management and the value itudbrings to the buyer-seller relationship.udThe study examines past and current literature in the areas o f Key AccountudManagement and Relationship Marketing.udThe nature of this study is exploratory. The research consisted o f a combination ofudprimary and secondary research. Primary data was collected from 125 questionnairesudand ten in-depth interviews with key account managers and buyers. The secondaryuddata was attained from business libraries academic journals, textbooks within theudrelevant area and library electronic databases of the internet.udThe primary research uncovered a number of key findings. Findings confirm theudimportance and value opportunities of Key Account Management to buyers andudsellers. Findings also confirmed the significant role the KAM plays in building andudmaintaining the buyer-seller relationship primarily through the provision of highudquality customer service and support to their key accounts. The value ofudorganisational support, trust and commitment and regular communication inuddeveloping and maintaining a successful long- term buyer-seller relationship was alsoudidentified.udThe study concludes by arriving at conclusions to the overall research objective andudfive supporting research objectives.udRecommendations are then presented for further research in the area of KAM.udSuggestions include increasing the amount of customers research the selling companyudcarry’s out to improve understanding of the buyer, their needs and value requirements,udimproving the value delivered to the customer.