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首页> 外文期刊>The Journal of Business & Industrial Marketing >The role of customer orientation in key account managers' performance: a client network perspective
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The role of customer orientation in key account managers' performance: a client network perspective

机译：客户导向在关键客户经理绩效中的作用：客户网络的角度

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Purpose The purpose of this study is to investigate how does key accounts managers' (KAMs') customer orientation affect customers' repurchase intention and how do tie strength and structural holes in KAMs' client networks moderate these linkages. Design/methodology/approach Paired data of 208 dyadic relationships between KAMs and customers in several Chinese industries are subjected to multiple linear regression analyses. Findings KAMs' functional customer orientation can directly increase customers' repurchase intention, whereas relational customer orientation cannot do that. With strong ties in client networks, KAMs' relational customer orientation could promote customers' repurchase intention, whereas when there are many structural holes in a client network, relational customer orientation would constrain customers' repurchase intention. In addition, structural holes can enhance the effectiveness of functional customer orientation in facilitating customers' repurchase intention, but tie strength has no impact on this. Originality/value This study pays attention to the emerging topic of KAMs' customer orientation and introduces KAMs' client networks as a new contextual factor. The findings not only address the outcomes of KAM's customer orientation but also indicate the vital role client networks play in determining the effectiveness of KAMs' customer orientation.
机译：目的这项研究的目的是调查主要客户经理（KAM）的客户取向如何影响客户的回购意向，以及KAM客户网络中的联系强度和结构漏洞如何缓解这些联系。设计/方法/方法中国多个行业的KAM与客户之间208个二元关系的配对数据经过多次线性回归分析。 Findings KAM的功能性客户导向可以直接增加客户的回购意向，而关系客户导向则不能做到。凭借与客户网络的紧密联系，KAM的关系客户导向可以促进客户的回购意向，而当客户网络中存在许多结构性漏洞时，关系客户导向会限制客户的回购意向。此外，结构孔可以增强功能性客户导向在促进客户回购意向方面的有效性，但联系强度对此没有影响。独创性/价值本研究关注KAM的客户导向这一新兴主题，并将KAM的客户网络介绍为新的背景因素。这些发现不仅解决了KAM客户导向的结果，而且表明了客户网络在确定KAM客户导向有效性方面的重要作用。

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