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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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Purpose - Key account management is a supplier company initiated relational approach that has received great attention from both academics and practitioners manifested in the business-to-business relationship literatures. However, there is widespread debate and contention on what should be the underlying theoretical base for defining this vital part of relationship marketing. With the insights from the social exchange theory, present paper explores how social exchange affects the dynamic nature of key account management relationship at the organizational level.
Research design, data, and methodology - The paper follows a comprehensive review approach to examine the relationship between social exchange theory and key account management approach. Conceptual arguments and findings are assessed across studies with the main objective of showing how social exchange theory develops the governance mechanism in maintaining the key account relationship.
Results - Since relational norm is considered as a glue for the maintenance of buyer-seller relationship in social exchange theory, factors develop the non-contractual governance mechanism ‘relationship’ in business-to-business relationship and this norm replaces or supplements more formal governance mechanisms such as contracts are explored.
Conclusions - This paper advances central relational norm to manage the company’s most important key customers and demonstrates how this norm can be developed in buyer-seller key account relationship. Implications from this new perspective are forwarded.
목차
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참고문헌 (84)
참고문헌 신청
Kawsar Ahmmed / 2012 / Key Account Management: Towards a Multidimensional Definition / The East Asian Journal of Business Management 2(1):5~13
Andaleeb, S. S. / 1995 / Dependence relations and the moderating role of trust : implications for behavioral intentions in marketing channels / International Journal of Research in Marketing 12(2):157~172
Anderson, J. C. / 1984 / A model of the distributor's perspective of distributor-manufacturer working relationships / The journal of marketing 48(4):62~74
Anderson, J. C. / 1990 / A model of distributor firm and manufacturer firm working partnerships / Journal of Marketing 54(1):42~58
Anderson, E. / 1989 / Determinants of continuity in conventional industrial channel dyads / Marketing science 8(4):310~323
Andaleeb, S. S. / 1995 / Dependence relations and the moderating role of trust : implications for behavioral intentions in marketing channels / International Journal of Research in Marketing 12(2):157~172
Anderson, J. C. / 1984 / A model of the distributor's perspective of distributor-manufacturer working relationships / The journal of marketing 48(4):62~74
Anderson, J. C. / 1990 / A model of distributor firm and manufacturer firm working partnerships / Journal of Marketing 54(1):42~58
Anderson, E. / 1989 / Determinants of continuity in conventional industrial channel dyads / Marketing science 8(4):310~323
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