Determinants of key account management effectiveness in chemicals industry Malaysia

Key Account Management (KAM) has been described as a relationship oriented marketing approach to deal with major customers in business-to-business (B2) markets. Increasing emphasis on KAM is one of the most fundamental changes in marketing organizations, yet is under-researched and not fully underst...

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Main Author:	Wong, Han Fei
Format:	Thesis
Language:	English
Published:	2011
Subjects:	HF Commerce
Online Access:	http://eprints.utm.my/id/eprint/41610/1/WongHanFeiMFPPSM2011.pdf
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id	my-utm-ep.41610
record_format	uketd_dc
spelling	my-utm-ep.416102018-05-30T03:39:16Z Determinants of key account management effectiveness in chemicals industry Malaysia 2011-03 Wong, Han Fei HF Commerce Key Account Management (KAM) has been described as a relationship oriented marketing approach to deal with major customers in business-to-business (B2) markets. Increasing emphasis on KAM is one of the most fundamental changes in marketing organizations, yet is under-researched and not fully understood. The objectives of this study is to explore the relationships between top management involvement, use of teams, esprit de corps, access to sales and marketing resources and KAM effectiveness. This research was conducted in chemicals companies located in Johore, Malaysia. 150 questionnaires were distributed to the companies as published in the Federation of Malaysian Manufacturers (FMM) & Malaysia External Trade Development Corporation (MATRADE)’s directory and 60 returned usable questionnaires were analyzed. Using measurement scale adopted from the previous studies, principle component analysis and cronbach’s alpha were employed to test the validity and reliability of the measurement scale. In addition, normality was examined and pearson correlation was employed to test the relationships between variables. Two multiple regression analyses were employed to test research hypotheses. First regression model was found not significant and predictors have no influences in the organizational performance. Second regression model found that 85.9% of the variance had been significantly explained by the predictors. This study further concludes with conclusion and recommendations for forward research. 2011-03 Thesis http://eprints.utm.my/id/eprint/41610/ http://eprints.utm.my/id/eprint/41610/1/WongHanFeiMFPPSM2011.pdf application/pdf en public masters Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Wong, Han Fei Determinants of key account management effectiveness in chemicals industry Malaysia
description	Key Account Management (KAM) has been described as a relationship oriented marketing approach to deal with major customers in business-to-business (B2) markets. Increasing emphasis on KAM is one of the most fundamental changes in marketing organizations, yet is under-researched and not fully understood. The objectives of this study is to explore the relationships between top management involvement, use of teams, esprit de corps, access to sales and marketing resources and KAM effectiveness. This research was conducted in chemicals companies located in Johore, Malaysia. 150 questionnaires were distributed to the companies as published in the Federation of Malaysian Manufacturers (FMM) & Malaysia External Trade Development Corporation (MATRADE)’s directory and 60 returned usable questionnaires were analyzed. Using measurement scale adopted from the previous studies, principle component analysis and cronbach’s alpha were employed to test the validity and reliability of the measurement scale. In addition, normality was examined and pearson correlation was employed to test the relationships between variables. Two multiple regression analyses were employed to test research hypotheses. First regression model was found not significant and predictors have no influences in the organizational performance. Second regression model found that 85.9% of the variance had been significantly explained by the predictors. This study further concludes with conclusion and recommendations for forward research.
format	Thesis
qualification_level	Master's degree
author	Wong, Han Fei
author_facet	Wong, Han Fei
author_sort	Wong, Han Fei
title	Determinants of key account management effectiveness in chemicals industry Malaysia
title_short	Determinants of key account management effectiveness in chemicals industry Malaysia
title_full	Determinants of key account management effectiveness in chemicals industry Malaysia
title_fullStr	Determinants of key account management effectiveness in chemicals industry Malaysia
title_full_unstemmed	Determinants of key account management effectiveness in chemicals industry Malaysia
title_sort	determinants of key account management effectiveness in chemicals industry malaysia
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2011
url	http://eprints.utm.my/id/eprint/41610/1/WongHanFeiMFPPSM2011.pdf
_version_	1747816581947195392

Determinants of key account management effectiveness in chemicals industry Malaysia

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