The present paper traces the issue of key account management performance
which has regarded as a pressing concern of many supplier companies’ sales
efforts. Based on the social exchange theory, researcher theorized and
hypothesized the conditions under which relational factors including supplier
relational investment, perceived buyer relational investment and relational
intimacy influence key account management performance and its resulting
impact on repeat order. Researcher also theorized the moderating role of length
of relationship on key account management performance-repeat order
relationship. Several theoretical and practical implications are provided along
with suggestions and limitations to isolate a platform for future research
directions. Additionally, an improved understanding from this framework will
help developing policies for effective key account management in Business-tobusiness
relationship.
