Customer Commitment in Key Account Management
Managing customer commitment is an important element of Key Account Management since long-term relationships are based on commitment. Customer commitment has various antecedents, and managing commitment happens by focusing on these antecedents. This article explains the nature of commitment
and describes its antecedents. Also, it suggests effective practices for managing these antecedents to strengthen customer commitment.
Keywords: BUSINESS-TO-BUSINESS RELATIONSHIPS; CUSTOMER COMMITMENT; KEY ACCOUNT MANAGEMENT (KAM); RELATIONSHIP MARKETING
Document Type: Research Article
Publication date: 01 September 2001
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