Abstract:
Purpose - The aim of this study is to attempt to understand the role of key account
management in enhancing the level of customer satisfaction in the Vehicle Tracking Industry
of Pakistan. Satisfaction of customers plays a crucial role in the growth, development, and
success of organizations competing in different industries. Key Account Management is a
widely used approach that helps the management in focusing on the valuable customers and
using strategies to create stronger bonds with them.
Design/Methodology/Approach - This is a deductive and explanatory study, which is based
on primary data collected through questionnaires. Previous literature is reviewed and
analysed to gather information. Structured questionnaires were designed especially to collect
relevant data for the study.
Findings - KAM positively influences the behaviour of customers and has an impact on their
level of satisfaction in the vehicle tracking industry.
Research Limitations - It is one of the first attempts to relate customer satisfaction with
KAM in vehicle tracking industry of Pakistan. The study identifies KAM as an important
variable that influences the level of customer satisfaction.
Practical Implications - The study will facilitate the management of vehicle tracking
companies to retain customers and enhance their level of satisfaction by using KAM
approach.
