Managing Key Accounts in the Readymade Garments Industry: To What Extent Bangladeshi Companies Perform

• Published in: The Journal of Asian finance, economics, and business Vol. 5; no. 4; pp. 57 - 65
• Main Authors: Ahmmed, Kawsar, Noor, Nor Azila Mohd
• Format: Journal Article
• Language: Korean
• Published: 2018
• Subjects: Bangladesh; Garments Industry; Business-to-Business; Key Account Management Performance; Relationship Marketing
• ISSN: 2288-4637; 2288-4645

With the paramount importance of key account management in business-to-business relationship, today companies are using this approach as a strategic weapon in their selling efforts targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties' financial and nonfinancial objectives. The aim of this paper is to investigate the level of key account management performance among the export-oriented readymade garments companies in Bangladesh with regards to company's experience in business, size of the company and key account serving capacity of the company. Using a questionnaire, data from 112 readymade garments companies in Bangladesh were collected and analyzed using descriptive analysis and ANOVA to test the level of key account management performance. Results show that the level of key account management performance by the garments companies did not vary by the company's experience in business and size of the company respectively. In contrast, the level of key account management performance was found to be different concerning high, medium, and low customer service capacity. Apparently, companies with big number of customers show better performance than companies with small number of customer. Implications for this study are discussed along with suggestions for future research avenues.