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Do social capital and relationship quality matter to the key account management effectiveness?

Nada Saleh Badawi (Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia)
Moustafa Battor (Middlesex University Business School, London, UK and Faculty of Commerce, Tanta University, Tanta, Egypt)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 25 September 2019

Issue publication date: 8 January 2020

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634

Abstract

Purpose

The purpose of this paper is to investigate the influence of social capital and relationship quality on key account management (KAM) effectiveness.

Design/methodology/approach

Based on the literature, the authors designed a framework that links social capital, relationship quality and KAM effectiveness. Data were collected through a self-administered questionnaire. Using data from a sample of 172 business-to-business supplier firms, the authors examined this model.

Findings

The research results provide empirical support to the importance of relational aspects of KAM by showing how the relational aspects of relationship quality and social capital influence the effectiveness of the supplier-key account relationship.

Originality/value

The authors add to the literature on relational KAM by integrating theoretical perspectives on social capital, relationship quality and KAM. They develop a model that investigates the antecedents of the effectiveness of supplier–key account relationships from a relational perspective. The study explains the relationships between six constructs representing social capital (ability, benevolence, integrity, flexibility, information exchange and solidarity) and three constructs representing relationship quality (trust, satisfaction and relationship atmosphere), together with the relationships between these three constructs of relationship quality and KAM effectiveness.

Keywords

Citation

Badawi, N.S. and Battor, M. (2020), "Do social capital and relationship quality matter to the key account management effectiveness?", Journal of Business & Industrial Marketing, Vol. 35 No. 1, pp. 134-149. https://doi.org/10.1108/JBIM-01-2019-0003

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited