| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === In recent years, corporations start to realize the importance of clients who are of more economic value and devote resources to such clients that play more affective roles in the corporate profit and development. In addition to actively maintaining and developing client relations, some companies provide closer service to their major clients by adapting the more evolved KAM system in stead of the CRM system and consistently aiming at reaching mutual wins by means of bettering their service organization and knowing their clients. The purpose of this research is to explore the influence of the operation of relations quality of key account clients on the customer loyalty and thus to provide suggestions for managers.
This research defines key words via the literatures and practical experience to generate the current research topic and framework. Hypotheses of client relations quality and customers loyalty are produced and then firms investigate is conducted. Further interviews with two selected cases who already use the KAM system reflect on-site operation and the influence of the introduction of KAM on customers loyalty.
Major conclusions from the case analysis include:
1.KAM helps to enhance mutual trust and consolidate the relations between corporations and their business partners.
2.There are three critical facets of quality of relations: trust, conflicts and promise.
3.Introduction of the KAM is in proportion to the customers satisfaction ( Increased frequency of mutual interaction, return inclination, cross purchase, recommendations, price acceptance and corporate culture)
4.Customer relation quality has indirect impact to customers’ loyalty.
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