En réaction aux évolutions des comportements d'achat de leurs clients (centralisation, coordination), mais aussi à la complexification des échanges interorganisationnels (internationalisation, évolution vers des offres solutions globales, etc.), de nombreuses entreprises industrielles ont mis en place des programmes de gestion des comptes clés. Ces programmes consistent à servir certains clients stratégiques d'une façon plus individualisée que ne le sont les clients traditionnels. L'objectif recherché est de parvenir à une création de valeur accrue. Cette recherche présente les résultats d'une étude menée auprès de 297 acheteurs professionnels. Sur la base du cadre des échanges relationnels, les auteurs proposent de tester l'hypothèse selon laquelle des clients comptes clés reçoivent un traitement plus relationnel que des clients traditionnels. Ils proposent aussi de tester l'hypothèse selon laquelle les clients comptes clés perçoivent une qualité de relation avec leur fournisseur supérieure à celle perçue par les clients traditionnels.
AchrolR.S. (1997), Changes in the theory of interorganizational relations in marketing: towards a network paradigm, Journal of the Academy of Marketing Science, 25, 2, 56–71.
2.
AndersonJ.C.NarusJ.A. (1999), Business market management: understanding, creating and delivering value, Englewood Cliffs, Prentice Hall.
BejouD.WrayB.IngramT.N. (1996), Determinants of relationship quality: an artificial neuronal network analysis, Journal of Business Research, 36, 2, 137–143.
5.
BerryL. (1983), Relationship marketing, Emerging perspectives on services marketing, éds. BerryL.L.ShostackG.L.UpahG., Chicago, American Marketing Association, 25–28.
6.
BolesJ.JohnstonW.GardnerA. (1999), The selection and organization of national accounts: a North American perspective, Journal of Business and Industrial Management, 14, 4, 264–275.
7.
BolesJ.PillingB.K.GoodwynG.W. (1994), Revitalizing your national account management program, Journal of Business & Industrial Management, 9, 1, 24–33.
8.
BoyleB.DwyerF.R.RobicheauxR.A.SimpsonJ.T. (1992), Influence strategies in marketing channels: measures and use in different relationship structures, Journal of Marketing Research, 29, 4, 462–473.
9.
BruhnM. (2000), Kundenerwartungen — Theoretische Grundlagen, Messung und Managementkonzept [Les attentes du client — fondements théoriques, mesure et concept managérial], Zeitschrift für Betriebswirtschaft, 70, 9, 1031–1054.
CovaB.SalleR. (1992), L'évolution de la modélisation du comportement d'achat industriel : panorama des nouveaux courants de recherche, Recherche et Applications en Marketing, 7, 2, 83–106.
12.
DantR.P.SchulP.L. (1992), Conflict resolution processes in contractual channels of distribution, Journal of Marketing, 56, 1, 38–54.
13.
DayR. (1984), Modeling choices among alternative responses to dissatisfaction, Advances in Consumer Research, 11, éd. KinnearT., Ann Arbor, Association for Consumer Research, 496–499.
14.
DillerH. (1994), State-of-the-Art: Beziehungsmanagement [État de l'art : Management relationnel], papier de recherche n° 31, département marketing, Université Friedrich-Alexander d'Erlangen-Nürnberg.
15.
DoneyP.M.CannonJ.P. (1997), An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, 61, 2, 35–51.
FornellC.LarckerD. (1981), Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18, 1, 39–50.
18.
GanesanS. (1994), Determinants of long-term orientation in buyer-seller relationships, Journal of Marketing, 58, 2, 1–19.
19.
GarbarinoE.JohnsonM.S. (1999), The different roles of satisfaction, trust, and commitment in customer relationships, Journal of Marketing, 63, 2, 70–87.
20.
GeorgesL.EggertA. (2003), Key account managers' role within the value creation process of collaborative relationships, Journal of Business to Business Marketing, 10, 4, 1–22.
21.
GeyskensI.SteenkampJ.-B. (2000), Economic and social satisfaction: measurement and relevance to marketing channel relationships, Journal of Retailing, 76, 1, 11–32.
GummesonE. (1996), Relationship marketing and imaginery organizations: a synthesis, European Journal of Marketing, 30, 2, 31–44.
24.
HakanssonH. (1982), International marketing and purchasing of industrial goods, New York, Wiley.
25.
HeideJ.B. (1994), Interorganizational governance in marketing channels, Journal of Marketing, 58, 1, 71–85.
26.
HeideJ.B.JohnG. (1992), Do norms matter in marketing relationships?, Journal of Marketing, 56, 2, 32–44.
27.
HeideJ.B.MinerA. (1992), The shadow of the future: effects of anticipated interaction and frequency of contact on buyer-seller cooperation, Academy of Management Journal, 35, 2, 265–291.
28.
Hennig-ThurauT. (2000), Relationship marketing success through investments in customers, relationship marketing: gaining competitive advantage through customer satisfaction and customer retention, éds. Hennig-ThurauT.HansenU., Berlin, Springer, 127–146.
29.
HomburgC.BaumgartnerH. (1998), Beurteilung von Kausalmodellen. Bestandsaufnahme und Anwendungsempfehlungen [Évaluation de modèles causaux. Inventaire et conseils d'utilisation], Die Kausalanalyse. Instrument der empirischen betriebswirtschaftlichen Forschung [L'analyse causale : un instrument de la recherche empirique en gestion], éds. HildebrandtL.HomburgC., Stuttgart, Schäffer-Poeschel, 343–370.
30.
HomburgC.RudolphB. (1997), Customer satisfaction in industrial markets: dimensional and multiple role issues, papier de recherche n° 4, Center for Market-Oriented Management, Otto Beisheim Graduate School (WHU), Coblence.
31.
HomburgC.WorkmanJ.P.JensenO. (2002), A configurational perspective on key account management, Journal of Marketing, 66, 2, 38–60.
32.
HuntS.D. (2000), A general theory of competition: resources, competences, productivity, growth, Thousand Oaks, Sage Publications.
33.
HuntS.D.MorganR.M. (1995), The comparative advantage theory of competition, Journal of Marketing, 59, 2, 1–15.
34.
HuntS.D.MorganR.M. (1996), The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions, Journal of Marketing, 60, 4, 107–114.
35.
IvensB.S. (2002), Governance norms in relational exchange: what we do know and what we do not know, Actes de la 18e Conférence annuelle du Group IMP, Dijon, 2002, www.impgroup.org.
36.
IvensB.S. (2003), Norm-based relational behaviors: is there an underlying dimensionality structure?, Actes de la 7e Conférence «Research on relationship marketing and customer relationship management», AMA Special Interest Group Relationship Marketing/Univ. Libre de Berlin, à paraître dans Journal of Business & Industrial Marketing (2005).
37.
IvensB.S. (2004a), Industrial sellers' relational behavior: relational styles and their impact on relationship quality, Journal of Relationship Marketing, 3, 4, 26–45.
38.
IvensB.S. (2004b), How relevant are different forms of relational behavior? An empirical test based on Macneil's exchange framework, Journal of Business & Industrial Marketing, 19, 5, 300–309.
39.
IvensB.S.BloisK.J. (2004), Relational exchange norms in marketing: a critical review of Macneil's contribution, Marketing Theory, 4, 3, 239–263.
40.
JohnstonW.J. (1981), Patterns in industrial buying behavior, New York, Praeger Publications.
41.
JohnG.ReveT. (1982), The reliability and validity of key informant data from dyadic relationships in marketing channels, Journal of Marketing Research, 19, 4, 517–524.
42.
KaufmannP.J. (1987), Commercial exchange relationships and the «negotiator's dilemma», Negotiation Journal, 3, 1, 73–80.
43.
KaufmannP.J.DantR. (1992), The dimensions of commercial exchange, Marketing Letters — A Journal of Research in Marketing, 3, 2, 171–185.
44.
KaufmannP.J.SternL.W. (1988), Relational exchange norms, perceptions of unfairness, and retained hostility in commercial litigation, Journal of Conflict Resolution, 32, 3, 534–552.
45.
KempenersM.A.van der HartH.W. (1999), Designing account management organizations, Journal of Business & Industrial Marketing, 14, 4, 310–327.
46.
KleeA. (2000), Strategisches Beziehungsmanagement : Ein integrativer Ansatz zur strategischen Planung und Implementierung des Beziehungsmanagement [Marketing relationnel stratégique : une approche intégrative de la prévision stratégique et de la mise en oeuvre du marketing relationnel], Aachen, Shaker Verlag.
47.
LeuthesserL.KohliA.K. (1995), Relational behavior in business markets. Implications for relationship management, Journal of Business Research, 34, 3, 221–233.
48.
LuschR.F.BrownJ.R. (1996), Interdependency, contracting, and relational behavior in marketing channels, Journal of Marketing, 60, 4, 19–38.
49.
McDonaldM.RogersB.WoodburnD. (2000), Key customers: how to manage them profitably, Oxford, Butterworth-Heinemann.
50.
MacneilI.R. (1978), Contracts: adjustment of long-term economic relations under classical, neoclassical, and relational contract law, Northwestern University Law Review, 72, 854–905.
51.
MacneilI.R. (1980), The new social contract, New Haven, Yale University Press.
52.
MacneilI.R. (1985), Relational contract: what we do know and what we do not know, Wisconsin Law Review, 3, 483–525.
53.
MarionG. (2001), Le marketing relationnel existe-t-il?, Décisions Marketing, 22, 7–16.
54.
MatzlerK.HinterhuberH.H.HandlbauerG. (1997), Erfolgspotential Kundenzufriedenheit (II) [La satisfaction — un potentiel de succès], Das Wirtschaftsstudium, 26, 8-9, 733–739.
MoormanC.DeshpandéR.ZaltmanG. (1993), Factors affecting trust in market research relationships, Journal of Marketing, 57, 1, 81–101.
57.
MorganR.M.HuntS.D. (1994), The commitment-trust theory of relationship marketing, Journal of Marketing, 58, 3, 20–38.
58.
NoordewierT.G.JohnG.NevinJ.R. (1990), Performance outcomes of purchasing arrangements in indutrial buyer-vendor relationships, Journal of Marketing, 54, 4, 80–93.
59.
PalayT.M. (1984), Comparative institutional economics: the governance of rail freight contracting, The Journal of Legal Studies, 13, 6, 265–287.
60.
PardoC. (1997), Key account management in the business to business field: the key account's point of view, Journal of Personal Selling and Sales Management, 17, 4, 17–26.
61.
PardoC. (1999), Key account management in the business-to-business-field: a French overview, Journal of Business & Industrial Marketing, 14, 4, 276–290.
62.
PardoC. (2004), Responsable comptes clés. Comprendre, sélectionner, gérer et développer les grands comptes, Paris, Dunod.
63.
PardoC.SalleR.SpencerR. (1995), The key accountization of the firm. A case study, Industrial Marketing Management, 24, 2, 123–134.
64.
PillaiK.G.SharmaA. (2003), Mature relationships: why does relational turn into transaction orientation?, Industrial Marketing Management, 32, 8, 643–651.
65.
PillingB.CrosbyL.JacksonD. (1994), Relational bonds in industrial exchange: an experimental test of the transaction cost framework, Journal of Business Research, 30, 3, 237–251.
66.
ReinartzW.J.KumarV. (2000), On the profitability of long-life customers in a non-contractual setting: an empirical investigation and implications for marketing, Journal of Marketing, 64, 4, 269–278.
67.
RotterJ.B. (1967), A new scale for the measurement of interpersonal trust, Journal of Personality, 35, 4, 651–665.
68.
RotterJ.B. (1980), Interpersonal trust, trustworthiness, and gullibility, American Psychologist, 35, 1, 1–7.
69.
RudolphB. (1998), Kundenzufriedenheit im Industriegüterbereich [La satisfaction du client en milieu industriel], Wiesbaden, Gabler Verlag.
70.
ShapiroB.P.MoriartyR.T. (1984), Organizing the national account force, rapport, Marketing Science Institute, Cambridge.
71.
SharmaA.PillaiK.G. (2003), The impact of transactional and relational strategies in business markets: an agenda for inquiry, Industrial Marketing Management, 32, 8, 623–626.
72.
ShethJ.N.ShahR.H. (2003), Till death do us part… but not always: six antecedents to a customer's relational preference in buyer-seller exchanges, Industrial Marketing Management, 32, 8, 627–631.
73.
SpencerR. (1999), Key accounts: effectively managing strategic complexity, Journal of Business and Industrial Marketing, 14, 4, 291–309.
74.
SrivistavaR.K.ShervaniT.A.FaheyL. (1998), Marketbased assets and shareholder value: a framework for analysis, Journal of Marketing, 62, 1, 2–18.
75.
StevensonT.H. (1980), Classifying a customer as a national account, Industrial Marketing Management, 9, 2, 133–136.
76.
WalterA.RitterT.GemündenH.G. (2001), Value creation in buyer-supplier relationships: theoretical considerations and empirical results from a supplier's perspective, Industrial Marketing Management, 30, 4, 365–377.
77.
WeilbakerD.C.WeeksD.C. (1997), The evolution of national account management: a literature perspective, The Journal of Personal Selling and Sales Management, 17, 4, 49–59.
78.
WeitzB.A.BradfordK.D. (1999), Personal selling and sales management: a relationship marketing perspective, Journal of the Academy of Marketing Science, 27, 2, 241–254.
79.
WernerH. (1997), Relationales Beschaffungsverhalten. Ausprägungen und Determinanten [Comportement d'achat relationnel : formes et antécédents], Wiesbaden, Gabler Verlag.
80.
WilsonD.T. (2000), Deep relationships: the case of the vanishing salesperson, Journal of Personal Selling and Sales Management, 20, 1, 53–61.
81.
WorkmanJ.P.Jr.HomburgC.JensenO. (2003), Intraorganizational determinants of key account management effectiveness, Journal of the Academy of Marketing Science, 31, 1, 3–21.
