University of Twente Student Theses
An Approach to Acquiring New Customers with Key Account Potential Using Customer Characteristics : A Case Study of a Dutch SME IT Company
Stegge, J.H.B. aan de (2025) An Approach to Acquiring New Customers with Key Account Potential Using Customer Characteristics : A Case Study of a Dutch SME IT Company.
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| Abstract: | This study investigates how customer characteristics that describe key accounts of SME IT companies in the Netherlands can guide the acquisition of new customers with key account potential. For the research design, this study used a case study design combined with a qualitative-quantitative-qualitative method to answer four sub-questions through semi-structured interviews, a dataset of customer information and document analysis. The results show the key account criteria of the researched SME IT company. Furthermore, quantitative firmographic differences between key accounts and non-key accounts were identified. Semi-structured interviews with internal stakeholders directly involved in key account management validated and explained these differences. Additionally, the results were used to build an extensive customer profile of key accounts. This customer profile has been applied to the focal firm's customer acquisition process using natural language processing models and existing customer channels, with specific leads qualified as sales-qualified leads. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106396 |
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