Key to key account management: relationship (guanxi) model

Key account management has been increasingly important in international markets. Key account programs differ considerably across countries and firms but all organizations have to decide how to identify their own major accounts and how to organize for effective relationship building with them. The purpose of this article is to assist organisations to determine the positioning of their major customer relationships so as to formulate key account relationship marketing strategies and implement them effectively in China and other Asian countries. A key account relationship model is described, with an empirical survey on the measurement components of the model. Also, conclusions about the research questions are given in the form of various perspectives and perceptions. Finally, a summary of both theoretical and practical implications for business practice and applications is presented.