The relationship among the typology of KAM knowledge, relationship quality and organization performance

• Main Authors: Peng-nan Tan, 譚芃楠
• Other Authors: W.S. Hieh
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/84929862045792156530

碩士 === 東吳大學 === 國際貿易學系 === 94 === OEM (Original Equipment Manufacturing) is one of the major business models of Taiwan internationalized companies. Harsh competition and shortened product life cycle made this kind of business model more difficult in making high profit and maintaining key customers. For satisfying and retaining key customers, key Account Management (KAM) is used as a tool to differentiate with minor customers. Moreover, information technology has provided some advantage for business to reduce managerial cost and quality of customer service under KAM. This study tried to examine the relationship among the typology of KAM knowledge, relationship quality and organization performance. Structured questionnaires were designed and mailed to selected samples. 70 copies were returned. The response rate was about 27%. Raw data were put into being analyzed with Factor analysis, Cluster analysis, t test and ANDVA statistic methods. The results are as following: Firstly, there is no significant impact of the typology of KAM knowledge on relationship quality. There might be other relevant factors dominating the impact. Secondly, relationship quality has positively significant effect on organization performance. Among 6 components, trust, honest, honest and satisfaction about delivery, product quality and price are more significant. Managerial implications and suggestions were proposed according to above result.