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Laurent Georges, Andreas Eggert, and Gilles N'Goala (2003)
L’impact de la communication des managers de comptes clés sur la valeur perçue et la satisfaction des clients clés : une étude empirique auprès des acheteurs de produits industriels
Congrès de l’Association Française du Marketing, Gammarth (Tunisie), Université de Tunis.
Communication is the glue that holds relationships together. As an increasing number of supplying firms introduce key account management (KAM) systems to service their major accounts, it becomes crucial to understand the impact of key account managers’ communication on collaborative relationships. Based on a quantitative study among purchasing managers, this paper tests a framework for key account managers’ communication and its impact on customer-perceived value and satisfaction.
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