Determinants of Key Account Management Performance in Business-to-Business Relationship: The Garments Industry in Bangladesh

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.