Theorizing Length of Relationship as Moderator of Key Account Management Performance- Repeat Order Link

In today`s highly competitive and fast changing business environment, key account management-a supplier company initiated relationship marketing approach targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties` financial and nonfinancial objectives- has regarded as a strategic weapon of many companies` sales efforts to manage their strategically important customers. On the basis of the existing studies, this research introduces a theoretical model highlighting the hypothetical relationship between key account management performance and repeat order. In addition, moderating effect of length of relationship on the relationship between key account management performance and repeat order is also introduced. We theorize the conditions under which key account management performance influences key customer repeat order behavior as well as the influence of moderating variable of length of relationship on key account management performance-repeat order relationship. Theoretical and managerial implications are provided along with suggestions to isolate a platform for future empirical research.