Determinants Of Key Account Management Effectiveness The Case Of Abyssinia Bank
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Date
2018-11-10
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Addis Ababa University
Abstract
In today’s marketing environment marketing is changing from selling and transaction concept to long lasting relationship development concept and key account management is also a practice to develop log lasting profitable relationship with strategically important customers. Having this in mind this thesis is conducted under the title of Determinants of key account management effectiveness in the case of Bank of Abyssinia and investigation was made on five factors (competency of KA employees, marketing strategy, solution, organizational culture and communication quality) that affect KAM effectiveness.
The main objective of this study was to identify major determinants of key account management effectiveness. The study was conducted based on responses of key account customers of BOA as well as interview response of selected KA staffs (in managerial as well as in non managerial position) of the bank. A quantitative and qualitative (mixed) approach is chosen in this research. In order to collect primary data, a questionnaire is designed and was given to the KA customers of the BOA (total of 1634 KA customers). 321 questionnaires were distributed to sample respondents and 298 questionnaires were properly filled and analyzed. In addition to questionnaire, semi-structured interview questions were prepared to get information from the organization which is analyzed qualitatively and interviewees were purposely selected KA staffs of BOA. Among the total of sixty three KA staffs (managerial and non-managerial positioned) qualitative data were collected from purposely selected KA staffs. The SPSS version 20.00 is used to process the primary quantitative data which is collected through questionnaire.
The finding shows that all five variables (competency of KA employees, marketing strategy, solution, organizational culture and communication quality) have significant positive effect on key account management effectiveness. However, among variables marketing strategy highly affects KAM effectiveness. Based on the result of analysis the study suggests a series of measures which could be taken by the banking that would support KAM effective implementation.
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KAM effectiveness, KA staffs