Who Prefers Key Account Management Programs? An Investigation of Business Buying Behavior and Buying Firm Characteristics

Arun K. Sharma

57 citations0/0 files storedJournal of Personal Selling and Sales Management

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Quality and Supply Management

Abstract

This paper examines the types of business customers that prefer key account programs and provides guidelines for selecting key account program customers. The article reports the results of a survey of the customers of a high-technology telecommunications product. In the survey, the decisionmaking process involved in the buying of products as well as the demographic characteristics of firms were ascertained. Firms' preference toward key account programs was also determined. The data suggests that firms that make buying decisions based on multi-functional and multi-level inputs, and take a longer time to make decisions, prefer key account programs. Demographically, these firms are larger and predominantly for-profit. The results provide directions for future theoretical investigations and applications in sales management.

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References

1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1961The Economics of Information 1979Biased assimilation and attitude polarization: The effects of prior theories on subsequently considered evidence.1987Dimensions of Consumer Expertise 1976The Economics of Information 1993Organizing Successful Co-Marketing Alliances 1992An Integrative Framework for Strategy-Making Processes 1997Understanding business markets : interaction, relationships and networks

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2020Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences 2014Top management involvement with key accounts: The concept, its dimensions, and strategic outcomes 2009Proactive and reactive: drivers for key account management programmes 2022Key account management in B2B marketing: A systematic literature review and research agenda 2006Adaptive Selling Behavior: Adding Depth and Specificity to the Range of Adaptive Outputs

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