Relational Antecedents and Consequence of Key Account Management Performance: A Review, Framework and Research Agenda

摘要: The present paper traces the issue of key account management performance which has regarded as a pressing concern many supplier companies’ sales efforts. Based on social exchange theory, researcher theorized and hypothesized conditions under relational factors including investment, perceived buyer investment intimacy influence its resulting impact repeat order. Researcher also moderating role length relationship performance-repeat order relationship. Several theoretical practical implications are provided along with suggestions limitations to isolate platform for future research directions. Additionally, an improved understanding from this framework will help developing policies effective in Business-tobusiness