Customer Commitment and Key Account Management

Show full item record

Files in this item

Files Size Format View/Open
421-951-555-635-x.pdf 65.74Kb PDF View/Open
Use this URL to link or cite this item:
Title: Customer Commitment and Key Account Management
Author: Ojasalo, Jukka
Contributor: Swedish School of Economics and Business Administration, Department of Marketing and Corporate Geography, Marketing
Belongs to series: Working Papers - 421
ISSN: 0357-4598
ISBN: 951-555-635-x
Abstract: What is the nature of customer commitment in business-to-business relationships and what are its antecedents? What Key Account Management practices help to build customer commitment? Commitment is an important element of Key Account Management since customer relationships are built upon a the foundation of commitment. Building long-term key account relationships occurs by enhancing and maintaining their commitment. Customer commitment has various antecedents, and managing commitment involves focusing on these antecedents. This paper explains the nature of commitment and describes its antecedents. It also suggests how to manage each of these antecedents to strengthen customer commitment.
Date: 2000
Copyright information: This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
This item appears in the following Collection(s)

Show full item record

Search Helda

Advanced Search


My Account