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Key Account Management - The Perspective of Relationship Life Cycle
Date Issued
2014
Date
2014
Author(s)
Li, Pei-Chiao
Abstract
This research tries to discuss the differences in managing foreign key account between Taiwan small and medium enterprise (SME). Base on the buyer’s / seller’s motivational investment in relationship, we can divide into areas as seller’s market、 buyer’s market、 bilateral relationship maintenance、 buyer-maintained relation and seller-maintained relation. This research choose two Taiwan SME to compare the differences in key account management (KAM) and its relationship life cycle. The research found that the relationship life cycle will be affected by different kind of industrial situations, leadership and industrial structures. Then it also affect the way suppliers manage their key accounts. This research build up a new framework which can be utilized in various industry by analyzing the process of successful key accounts and disengaged customers.
Subjects
關鍵客戶管理
客戶生命週期
關係行銷
中小企業
Type
thesis
File(s)
No Thumbnail Available
Name
ntu-103-R01724030-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):892c8585534524a173acf83e6d6b01b8