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.

中文翻译：

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关系大客户管理：来自中东背景的见解

目的

本研究的目的是在社会资本和关系质量方面探索大客户管理 (KAM) 的相关方面。第二个目标是确定在 KAM 背景下塑造社会资本和关系质量的主要维度。最后，第三个目标是探索如何在中东背景下实践关系 KAM。

设计/方法/方法

本研究采用定性方法和多案例设计。对来自大型沙特公司的高级管理人员进行了半结构化访谈。

发现

结果突出了关系质量和社会资本对 KAM 实施的重要性。一个多案例研究被用来为中东背景下的 KAM 建立一个关系框架。

实际影响

确定了在沙特市场的 KAM 背景下使用的三种策略。第一个策略包括吸引潜在客户的手段。第二个策略涉及沟通，旨在保持与关键客户的频繁联系。最后，第三个策略集中在维护以帮助维持与关键客户的关系。

原创性/价值

本研究将 KAM 的理解和应用扩展到中东背景，为社会资本、关系质量和 KAM 文献做出贡献。