Customer Commitment and Key Account Management

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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
Subject: commitment
business-to-business relationship
key account management
national account management
customer relationship management
relationship marketing
Rights: This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.

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