Retention of key B2B accounts

There has been a growing interest in customer loyalty since the 1990s. However, it is mainly in the last ten years that the subject has become a central concern. Indeed, the technological revolution we have experienced has brought a new dimension: the follow-up and return on investment of the tools used. The business world is becoming ever more competitive, and companies are perfecting their products and management. It has become inescapable for companies to establish strategies and objectives in order to pilot their activity in a precise manner. The challenge is to measure the effectiveness of strategic decisions and to implement corrective actions if necessary. The research object of this thesis is to study the stakes of loyalty in B2B relationships. This dissertation will focus on a central issue: how to build loyalty in key accounts in B2B relationships?