Mohd. Noor, Nor Azila and Ahmad, Kawsar
(2014)
Investigating The Relationship Between Key
Account Management Performance And
Repeat Orders: Does The Length Of The
Relationship Matter?
Asian Academy of Management Journal (AAMJ), 19 (2).
pp. 1-20.
ISSN 1394-2603
Abstract
While a significant amount of research has examined the effectiveness of key account
management, there is a surprising lack of studies that examine the dyadic outcome of key
account management performance. The present research aims to examine the influence of
key account management performance on the key account repeat orders outcome. The
study empirically tests hypotheses with the data collected through a self-administered
survey from 112 garment companies with a 100% export-oriented business. The results
indicate that key account management performance significantly influences the buyer’s
repeat order behaviour. We failed to prove the moderating effect of the length of the
relationship on the relationship between key account management performance and
repeat orders. We provide the theoretical, methodological and managerial implications
as well as the limitations and directions for future research.
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