IMPACT OF KEY ACCOUNT MANAGEMENT ORIENTATION ON COMPANY’S FINANCIAL PERFORMANCE

Abstract

Key account management (KAM) is a strategic approach that focuses on developing and retaining long-term relationships with key customers. In today’s business world, where competition is fierce and disruption is the norm, KAM has become increasingly important for companies looking to maintain a competitive edge. In Bosnia and Herzegovina, many companies are beginning to recognize the value of KAM and are implementing KAM strategies to improve their financial performance. To better understand the impact of KAM on financial performance in Bosnia and Herzegovina, ongoing research is being conducted to identify the influence of key account management orientation on company financial performance in different industry sectors. The research has collected data from several companies in various industries, with each company being considered as a unit of analysis. To ensure the reliability and validity of the research instrumentation, a validated and reliable questionnaire was used, and item total reliability and confirmatory factor analysis were employed to test the reliability and validity of the constructs. The analysis of the data collected will be done using the structural equation modeling (SEM) technique, which will allow the researchers to identify the effects of key account management orientation on the company’s financial performance. The researchers expect to find statistically significant evidence supporting the impact of KAM orientation on the financial performance of companies in Bosnia and Herzegovina. The findings of this research could have important implications for companies looking to improve their financial performance through the implementation of KAM strategies. By demonstrating the impact of KAM on financial performance, the research could encourage more companies in Bosnia and Herzegovina to adopt KAM strategies and help them gain a competitive edge in their respective industries.