The role of customer orientation in key account managers’ performance: a client network perspective

2019 ◽  
Vol 34 (7) ◽  
pp. 1592-1605 ◽  
Author(s):  
Yi Liu ◽  
Xue Li ◽  
Maggie Chuoyan Dong
Keyword(s):  
Customer Orientation ◽  
Vital Role ◽  
Tie Strength ◽  
Dyadic Relationships ◽  
Repurchase Intention ◽  
Paired Data ◽  
Structural Holes ◽  
Content Type ◽  
Key Account ◽  
Key Accounts

Purpose The purpose of this study is to investigate how does key accounts managers’ (KAMs’) customer orientation affect customers’ repurchase intention and how do tie strength and structural holes in KAMs’ client networks moderate these linkages. Design/methodology/approach Paired data of 208 dyadic relationships between KAMs and customers in several Chinese industries are subjected to multiple linear regression analyses. Findings KAMs’ functional customer orientation can directly increase customers’ repurchase intention, whereas relational customer orientation cannot do that. With strong ties in client networks, KAMs’ relational customer orientation could promote customers’ repurchase intention, whereas when there are many structural holes in a client network, relational customer orientation would constrain customers’ repurchase intention. In addition, structural holes can enhance the effectiveness of functional customer orientation in facilitating customers’ repurchase intention, but tie strength has no impact on this. Originality/value This study pays attention to the emerging topic of KAMs’ customer orientation and introduces KAMs’ client networks as a new contextual factor. The findings not only address the outcomes of KAM’s customer orientation but also indicate the vital role client networks play in determining the effectiveness of KAMs’ customer orientation.

Relational key account management: insights from the Middle Eastern context

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nada Saleh Badawi ◽  
Moustafa Battor ◽  
Saeed Badghish
Keyword(s):  
Social Capital ◽  
Relationship Quality ◽  
Middle Eastern ◽  
Key Account Management ◽  
Content Type ◽  
The Third ◽  
Account Management ◽  
Key Account ◽  
Multiple Case ◽  
Key Accounts

Purpose The purpose of this study is to explore relational aspects of key account management (KAM) in terms of social capital and relationship quality. The second objective was to identify the main dimensions that shape social capital and relationship quality within the KAM context. Finally, the third objective was to explore how relational KAM is practiced in the Middle Eastern context. Design/methodology/approach This study used a qualitative methodology and a multiple case design. Semi-structured interviews were carried out with a sample of senior executives from large Saudi firms. Findings The results highlight the importance of relationship quality and social capital to KAM implementation. A multiple case study was used to build a relational framework for KAM in the Middle Eastern context. Practical implications Three strategies were identified for use within the context of KAM in the Saudi market. The first strategy consisted of a means of attracting potential customers. The second strategy involved communication, aimed at maintaining frequent contact with key accounts. Finally, the third strategy was concentrated in maintenance to help sustain the relationship with key accounts. Originality/value This study extends understanding and the application of KAM to the Middle Eastern context, contributing to social capital, relationship quality and the KAM literature.

Structural equation test of relationship quality

2016 ◽  
Vol 11 (3) ◽  
pp. 374-394 ◽  
Author(s):  
Ernest Emeka Izogo
Keyword(s):  
Information Sharing ◽  
Relationship Quality ◽  
Structural Equation ◽  
Online Survey ◽  
Customer Orientation ◽  
Retail Banking ◽  
Repurchase Intention ◽  
Content Type ◽  
Antecedents And Consequences ◽  
Willingness To Recommend

Purpose – The purpose of this paper is to examine how companies can influence customers’ repurchase intention and willingness to recommend through relationship quality (RQ hereafter) constructs by leveraging customer orientation, expertise and information sharing. Design/methodology/approach – The research informants were recruited from a Southeastern Nigerian city. Data analysis was based on 303 qualified cases extracted from the 332 valid responses retrieved from the customers of retail banking services through a bank-intercept method and online survey. Findings – Except customer orientation, all the antecedents of RQ were directly related to trust and satisfaction. Whereas satisfaction was both directly and indirectly related to repurchase intention and willingness to recommend, trust was directly and indirectly related to repurchase intention but was not directly related to willingness to recommend. It was only indirectly related to willingness to recommend through satisfaction and repurchase intention. Trust and satisfaction mediate the link between RQ antecedents and repurchase intention and willingness to recommend. The research model explained 67 per cent of the total variance in willingness to recommend. Research limitations/implications – The mediating role of RQ in the link between customer orientation, expertise and information sharing and repurchase intention and willingness to recommend remains largely untested in the literature. This provides an avenue for future studies to extend RQ research to the nature of the construct’s behaviour when it is tested as a mediator in the relationship between its antecedents and consequences especially in West Africa where substantive research is scarce. Practical implications – One of the key measures that retail banks can use to keep customers’ patronage and spur them into making business referrals is to build trust and deliver pleasurable satisfaction by leveraging customer orientation, expertise and information sharing. Originality/value – As far as could be established, this paper represents the first attempt to simultaneously explore the indirect effects of customer orientation, expertise and information sharing on repurchase intention and willingness to recommend through the constructs of RQ. The paper further demonstrates that the relationships estimated within the model are not moderated by gender and occupation differences.

Links between influence strategies and satisfaction: reexamination from the dyadic and network perspectives

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Liu ◽  
Ting Liu ◽  
Yuan Li ◽  
Liyang Ruan
Keyword(s):  
Tie Strength ◽  
Influence Strategies ◽  
Structural Holes ◽  
Content Type ◽  
Influence Strategy ◽  
Tire Industry ◽  
Positive Effects ◽  
Economic Satisfaction ◽  
Relational Embeddedness ◽  
Powerful Explanation

Purpose Previous studies have investigated the influence strategy–economic satisfaction links within a pairwise framework. This study aims to reexamine this issue in a network context from both the structural and relational embeddedness perspectives. Design/methodology/approach An ego network approach in which the network consists of a focal distributor, other distributors and alternate manufacturers is adopted to measure the distributor’s network. Drawing on data from 124 distributors from China’s tire industry, a hierarchical multiple regression analysis is used to test the hypotheses. Findings The empirical results find a positive relationship between a manufacturer’s noncoercive influence strategies and the distributor’s economic satisfaction and an inverse U-shaped relationship between coercive influence strategies and economic satisfaction. It discusses the joint effects of coercive and noncoercive influence strategies and finds that the former mitigate the positive effects of the latter and that the latter flatten the inverse-U shaped effect of the former. Further, when a distributor spans rich structural holes, the effects of coercive and noncoercive influence strategies on economic satisfaction weaken. When a distributor has strong ties with its network members, the effects of noncoercive influence strategies are mitigated, while the effects of coercive influence strategies are enhanced. Practical implications This study provides implications for manufacturers, particularly concerning how to properly exert influence strategies to improve distributors’ economic satisfaction. Manufacturers should consider the attributes of the networks in which the distributors are embedded, involving structural holes and tie strength. They should also carefully use the two influence strategies simultaneously. Originality/value This study contributes to the influence strategy literature by incorporating a network perspective by empirically examining the different moderating effects of structural holes and tie strength; provides a new and powerful explanation for the effects that coercive influence strategies have on economic satisfaction by testing an inverse U-shaped effect; and examines the effects of the interaction of two strategies.

scholarly journals The role of senior executives in managing key customers in Arab context

2017 ◽  
Vol 32 (6) ◽  
pp. 825-835 ◽  
Author(s):  
Fawaz Baddar ALHussan ◽  
Faten Baddar AL-Husan ◽  
Lulu Alhesan
Keyword(s):  
Middle East ◽  
Senior Management ◽  
Senior Managers ◽  
Content Type ◽  
Account Management ◽  
Key Account ◽  
The World ◽  
Key Accounts ◽  
Key Customer

Purpose The purpose of this paper is to explore the role of senior managers in managing intra-and inter-organizational relationships with key customers and the factors that influence such involvement in a novel context in the Arab Middle East region. Design/methodology/approach An exploratory qualitative research design was used in which 68 face-to-face semi-structured interviews were conducted in Jordan with endogenous and Western firms. Findings Top/senior managers play a significant role in Arab business relationships and in creating value for the firms. Their involvement in key accounts is imperative at all levels – strategic, operational, and relational – mainly due to cultural and institutional factors that are unique to the Arab context. Research limitations/implications The study is limited to operations in one emerging country situated in a novel setting in one particular region of the world, which is the Middle East. Practical implications Arab senior managers’ participation is imperative and should continue with their relatively intense involvement with key accounts. For foreign investors operating in that part of the world, it is highly recommended that senior management have a more a hands-on approach when dealing with the Arab key customer and to focus more on the relational aspect of key account management than on the organizational aspect. Originality/value This paper adds to the very limited number of studies on senior management involvement in key account management, making a theoretical and practical contribution and adding insight on how to manage the relationship with the Arab key customer.

Do more structural holes lead to more risk propagation in R&D networks?

2020 ◽  
Vol 58 (1) ◽  
pp. 39-57 ◽  
Author(s):  
Yue Song ◽  
Naiding Yang ◽  
Yanlu Zhang ◽  
Jingbei Wang
Keyword(s):  
Social Capital ◽  
Risk Perception ◽  
Risk Sharing ◽  
Theoretical Perspective ◽  
Tie Strength ◽  
Clear Understanding ◽  
Specific Context ◽  
Structural Holes ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is twofold: first, to explore how the number of structural holes influences the possibility of risk propagation in R&D networks; and second, to investigate how the specific context of tie strength and common cognition moderate the association between structural holes and risk propagation. Design/methodology/approach This study focuses on how structural holes influence risk propagation under the specific context of relationship and cognitive dimension by drawing on social capital theory. Risk sharing and risk perception as mediating variables are employed in the proposed conceptual model. The authors issued questionnaires to managers and R&D personnel participating in R&D projects and collaboration in Shanghai and Jiangsu province through e-mail and face to face. The data were used to carry out multiple regression analysis to test hypotheses. Findings The results show that relationship between structural holes and risk propagation of R&D network is U-shaped. Risk perception and risk sharing partially mediate the relationship between structural holes and risk propagation. Tie strength significantly moderates the relationship between structural holes and risk sharing, but insignificantly moderates the association between structural holes and risk perception. Common cognition significantly moderates the associations between structural holes and risk sharing, and structural holes and risk perception, respectively. Originality/value This study provides a distinctive theoretical perspective for social capital and risk management. It also offers managers a clear understanding of how to reduce or to avoid risk propagation by jointly leveraging the number of structural holes, tie strength and common cognition.

scholarly journals Returns on key accounts: do the results justify the expenditures?

2016 ◽  
Vol 31 (2) ◽  
pp. 174-182 ◽  
Author(s):  
Arun Sharma ◽  
Heiner Evanschitzky
Keyword(s):  
Survival Rates ◽  
Firm Level ◽  
Industrial Firms ◽  
Content Type ◽  
Key Account ◽  
Temporal Aspects ◽  
Key Accounts ◽  
Practical Implications ◽  
Better Than

Purpose – The use of key accounts has become a mature trend and most industrial firms use this concept in some form. Selling firms establish key account teams to attend to important customers and consolidate their selling activities. Yet, despite such increased efforts on behalf of key accounts, sufficient research has not quantified the returns on key account strategy nor has it firmly established performance differences between key and non-key accounts within a firm. In response to this shortcoming, this study aims to examine returns on key accounts. Design Methodology/approach – Data were collected from a global consulting firm. The data collection started two years after the implementation of the key account program. Data were collected on recently acquired customers (within the previous year) at two time periods: year 1 and year 3 (based on company access of data). Findings – Initially, key accounts perform as well or better than other types of accounts. However, in the long term, key accounts are less satisfied, less profitable and less beneficial for a firm’s growth than other types of accounts. Because the returns to key account expenditures, thus, appear mixed, firms should be cautious in expanding their key account strategies. Research limitations implications – The study contributes to research in three areas. First, most research on the effectiveness of key accounts refers to the between-firm level, whereas this study examines the effect within a single firm. Second, this study examines the temporal aspects of key accounts, namely, what happens to key accounts over time, in comparison with other accounts in a fairly large sample. Third, it considers the survival rates of key accounts versus other types of accounts. Practical implications – The authors suggest that firms also need to track their key accounts better because the results show that key accounts are less satisfied, less profitable and less beneficial for a firm’s growth than other types of accounts. Originality/value – Extant research has not examined these issues.

Implementation of an integrated management system in an airline: a case study

2010 ◽  
Vol 22 (6) ◽  
pp. 629-647 ◽  
Author(s):  
Palmira López‐Fresno
Keyword(s):  
Management System ◽  
Customer Orientation ◽  
Integrated Management ◽  
Direct Analysis ◽  
Internal Communication ◽  
Content Type ◽  
Integrated Management System ◽  
Use Of Resources ◽  
Industry Sectors

PurposeThis paper presents, through the analysis of a case study, a model based on a systemic approach that proved successful for the design and implementation of an integrated management system (IMS) in an airline, and provides guidelines and practical recommendations that may be of use to other sectors of activity when designing and implementing an IMS.Design/methodology/approachData for this paper were collected through direct analysis and implication in the process of implementation of the IMS. Also a literature review was conducted.FindingsTangible and intangible benefits were identified as derived from operating one IMS, such as cost savings, better use of resources, improved internal communication, stronger customer orientation and employee motivation. For these benefits to be realised it is essential to take into account several critical factors and be aware of the challenges accompanying integration of management systems, as detailed in the paper.Practical implicationsThis paper provides guidelines and recommendations for organisations seeking to implement and integrate several standards, being general or sectoral, particularly if they operate in highly complex industry sectors.Originality/valueThis paper incorporates the integration of sectoral standards, which the literature has not covered very widely. The research has wider value through transferable applications and experiences for other industry sectors.

scholarly journals Strategic account management as a value co-creation selling model in the pharmaceutical industry

2017 ◽  
Vol 32 (2) ◽  
pp. 310-325 ◽  
Author(s):  
Francois Pilon ◽  
Elias Hadjielias
Keyword(s):  
Pharmaceutical Industry ◽  
Pharmaceutical Company ◽  
Value Added ◽  
Pharmaceutical Companies ◽  
Design Data ◽  
Content Type ◽  
Qualitative Research Design ◽  
Account Management ◽  
A Value ◽  
Key Accounts

Purpose This study aims to explore the dynamics enabling strategic account management (SAM) to function as a value co-creation selling model in the pharmaceutical industry. Design/methodology/approach Using an inductive qualitative research design, data are collected within 11 industry customers in Canada. This work focuses on hospitals as strategic accounts of pharmaceutical companies, exploring SAM value co-creation in the “hospital-pharmaceutical company” relationship. Findings The findings suggest the presence of two key dimensions that can enable a value co-creation SAM model in the hospital-pharmaceutical relationship: “customer-tailored value-added initiatives” and “relationship enhancers”. Customer-tailored value-added initiatives explain the activities that are central to the hospital-pharmaceutical company relationship and can lead to the provision of value added that is unique to the hospital. Relationship enhancers explain the activities that can help strengthen hospital-pharmaceutical company relations in the pursuit of enhanced value-added interactions between the two parties. The research demonstrates a cyclical relationship between “customer-tailored value-added initiatives” and “relationship enhancers”, leading to value co-creation through a SAM model. Practical implications The study informs pharmaceutical industry practitioners on how to improve their value proposition through new, more sustainable selling practices. It offers information on implementing a value co-creation SAM model, which can enable pharmaceutical companies to sustain long-lasting value-added relationships with key accounts such as hospitals. Originality/value The study contributes to the field of SAM by conceptualizing SAM as a value co-creation system. It introduces new knowledge in pharmaceutical marketing by offering empirical insight on the applicability and use of SAM in the hospital-pharmaceutical company dyad.

The reflexive turn in key account management

2014 ◽  
Vol 48 (11/12) ◽  
pp. 2071-2104 ◽  
Author(s):  
Markus Vanharanta ◽  
Alan J.P. Gilchrist ◽  
Andrew D. Pressey ◽  
Peter Lenney
Keyword(s):  
Empirical Studies ◽  
Negative Relationship ◽  
Success Rates ◽  
Key Account Management ◽  
Content Type ◽  
Account Management ◽  
Long Run ◽  
Key Account ◽  
And Performance ◽  
The Uk

Purpose – This study aims to address how and why do formal key account management (KAM) programmes hinder effective KAM management, and how can the problems of formalization in KAM be overcome. Recent empirical studies have reported an unexpected negative relationship between KAM formalization and performance. Design/methodology/approach – An 18-month (340 days) ethnographic investigation was undertaken in the UK-based subsidiary of a major US sports goods manufacturer. This ethnographic evidence was triangulated with 113 in-depth interviews. Findings – This study identifies how and why managerial reflexivity allows a more effectively combining of formal and post-bureaucratic KAM practices. While formal KAM programmes provide a means to initiate, implement and control KAM, they have an unintended consequence of increasing organizational bureaucracy, which may in the long-run hinder the KAM effectiveness. Heightened reflexivity, including “wayfinding”, is identified as a means to overcome many of these challenges, allowing for reflexively combining formal with post-bureaucratic KAM practices. Research limitations/implications – The thesis of this paper starts a new line of reflexive KAM research, which draws theoretical influences from the post-bureaucratic turn in management studies. Practical implications – This study seeks to increase KAM implementation success rates and long-term effectiveness of KAM by conceptualizing the new possibilities offered by reflexive KAM. This study demonstrates how reflexive skills (conceptualized as “KAM wayfinding”) can be deployed during KAM implementation and for its continual improvement. Further, the study identifies how KAM programmes can be used to train organizational learning regarding KAM. Furthermore, this study identifies how and why post-bureaucratic KAM can offer additional benefits after an organization has learned key KAM capabilities. Originality/value – A new line of enquiry is identified: the reflexive-turn in KAM. This theoretical position allows us to identify existing weakness in the extant KAM literature, and to show a practical means to improve the effectiveness of KAM. This concerns, in particular, the importance of managerial reflexivity and KAM wayfinding as a means to balance the strengths and weaknesses of formal and post-bureaucratic KAM.

Consumers’ self-congruence with a “Liked” brand

2017 ◽  
Vol 51 (2) ◽  
pp. 367-390 ◽  
Author(s):  
Elaine Wallace ◽  
Isabel Buil ◽  
Leslie de Chernatony
Keyword(s):  
Social Relations ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Large Scale ◽  
Equation Modeling ◽  
Future Research ◽  
Tie Strength ◽  
Brand Love ◽  
Content Type ◽  
Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

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