• Journal of Distribution Science
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• v.12 no.11
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• pp.5-13
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• 2014

Purpose - This study traces the determinants of key account management performance in the garments industry in Bangladesh. The key account management approach involves significant challenges for marketers to manage their strategically important customers and use this approach as a strategic weapon in their selling efforts. This study examines three categories of determinants of key account management performance including operational variables, organizational variables, and relational variables by exploring data from 100% export oriented readymade garments companies in Bangladesh. Research design, data, and methodology - Data were collected from 30 readymade garments manufacturers, considering a company as a unit of analysis. Using the data, instrument validity and reliability and, subsequently, data normality were examined using the Statistical Package for the Social Sciences (SPSS) software to isolate the important determinants of key account management performance. Results - The instruments are reliable and the data are reasonably normal. Conclusion - The study explored and validated the adapted instruments of various operational, organizational, and relational antecedent factors of key account management performance, most of which were thus far ignored.

• The Journal of Asian Finance, Economics and Business
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• v.5 no.4
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• pp.57-65
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• 2018

With the paramount importance of key account management in business-to-business relationship, today companies are using this approach as a strategic weapon in their selling efforts targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties' financial and nonfinancial objectives. The aim of this paper is to investigate the level of key account management performance among the export-oriented readymade garments companies in Bangladesh with regards to company's experience in business, size of the company and key account serving capacity of the company. Using a questionnaire, data from 112 readymade garments companies in Bangladesh were collected and analyzed using descriptive analysis and ANOVA to test the level of key account management performance. Results show that the level of key account management performance by the garments companies did not vary by the company's experience in business and size of the company respectively. In contrast, the level of key account management performance was found to be different concerning high, medium, and low customer service capacity. Apparently, companies with big number of customers show better performance than companies with small number of customer. Implications for this study are discussed along with suggestions for future research avenues.