Relational key account management: insights from the Middle Eastern context

Article


Badawi, N., Battor, M. and Badghish, S. 2022. Relational key account management: insights from the Middle Eastern context. Journal of Business and Industrial Marketing. 37 (2), pp. 353-365. https://doi.org/10.1108/jbim-06-2019-0301
TypeArticle
TitleRelational key account management: insights from the Middle Eastern context
AuthorsBadawi, N., Battor, M. and Badghish, S.
Abstract

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.

KeywordsMiddle east; KAM; Key account management; Relational management; Saudi Arabia
PublisherEmerald
JournalJournal of Business and Industrial Marketing
ISSN0885-8624
Publication dates
Online14 Jun 2021
Print05 Jan 2022
Publication process dates
Deposited11 Jan 2022
Accepted23 Mar 2021
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1108/jbim-06-2019-0301
Web of Science identifierWOS:000662319500001
LanguageEnglish
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