Article author:
Adi Alić, Vasva Klopić, Amer Klopić
Year the article was released:
2023
Edition in this Year:
1
Article abstract:
IMPACT OF KEY ACCOUNT MANAGEMENT ORIENTATION ON COMPANY’S FINANCIAL PERFORMANCE
Abstract: Key account management (KAM) is a strategic approach that focuses on developing
and retaining long-term relationships with key customers. In today’s business
world, where competition is fierce and disruption is the norm, KAM has become increasingly
important for companies looking to maintain a competitive edge. In Bosnia and
Herzegovina, many companies are beginning to recognize the value of KAM and are
implementing KAM strategies to improve their financial performance. To better understand
the impact of KAM on financial performance in Bosnia and Herzegovina, ongoing
research is being conducted to identify the influence of key account management orientation
on company financial performance in different industry sectors. The research has
collected data from several companies in various industries, with each company being
considered as a unit of analysis. To ensure the reliability and validity of the research instrumentation,
a validated and reliable questionnaire was used, and item total reliability
and confirmatory factor analysis were employed to test the reliability and validity of the
constructs. The analysis of the data collected will be done using the structural equation
modeling (SEM) technique, which will allow the researchers to identify the effects of
key account management orientation on the company’s financial performance. The researchers
expect to find statistically significant evidence supporting the impact of KAM
orientation on the financial performance of companies in Bosnia and Herzegovina. The
findings of this research could have important implications for companies looking to
improve their financial performance through the implementation of KAM strategies. By
demonstrating the impact of KAM on financial performance, the research could encourage
more companies in Bosnia and Herzegovina to adopt KAM strategies and help them
gain a competitive edge in their respective industries.
and retaining long-term relationships with key customers. In today’s business
world, where competition is fierce and disruption is the norm, KAM has become increasingly
important for companies looking to maintain a competitive edge. In Bosnia and
Herzegovina, many companies are beginning to recognize the value of KAM and are
implementing KAM strategies to improve their financial performance. To better understand
the impact of KAM on financial performance in Bosnia and Herzegovina, ongoing
research is being conducted to identify the influence of key account management orientation
on company financial performance in different industry sectors. The research has
collected data from several companies in various industries, with each company being
considered as a unit of analysis. To ensure the reliability and validity of the research instrumentation,
a validated and reliable questionnaire was used, and item total reliability
and confirmatory factor analysis were employed to test the reliability and validity of the
constructs. The analysis of the data collected will be done using the structural equation
modeling (SEM) technique, which will allow the researchers to identify the effects of
key account management orientation on the company’s financial performance. The researchers
expect to find statistically significant evidence supporting the impact of KAM
orientation on the financial performance of companies in Bosnia and Herzegovina. The
findings of this research could have important implications for companies looking to
improve their financial performance through the implementation of KAM strategies. By
demonstrating the impact of KAM on financial performance, the research could encourage
more companies in Bosnia and Herzegovina to adopt KAM strategies and help them
gain a competitive edge in their respective industries.
Keywords: key account management, financial performance, relationship marketing,
Bosnia and Herzegovina
Bosnia and Herzegovina