In today’s competitive B2B landscape, building long-term, profitable relationships with key accounts is more than a sales tactic—it’s a strategic necessity. But what really drives customer satisfaction in these high-stakes partnerships?

Axelle De Walsche’s master’s thesis from Ghent University explores this question in depth. Her research investigates how communication traits—specifically trust, commitment, and listening—impact customer satisfaction in Key Account Management (KAM), with perceived risk as a mediator and technology use as a potential moderator.

📘 Source: De Walsche, A. (2022). Key Account Management: The Effect of Communication Traits on Customer Satisfaction. Ghent University.

Why This Study Matters

While previous research has focused heavily on how KAM affects the supplier’s performance (e.g., sales, turnover), De Walsche flips the script. Her study centers on the key account’s perspective, asking:

• How do trust and commitment influence customer satisfaction?
• What role does perceived risk play?
• Can active empathetic listening and technology use strengthen these relationships?

Methodology in Brief

De Walsche conducted a quantitative study using a between-subjects design. She surveyed 110 participants—both buyers and suppliers—using validated scales for trust, commitment, perceived risk, customer satisfaction, active empathetic listening (AEL), and technology orientation. Data was analyzed using SPSS and the PROCESS macro for mediation and moderation analysis.

Key Findings

1. Trust and Commitment Reduce Perceived Risk—and Boost Satisfaction

The study found that both trust in the supplier and commitment to the relationship significantly reduce the perceived risk felt by the key account. In turn, lower perceived risk leads to higher customer satisfaction.

✅ Confirmed: Trust and commitment → ↓ perceived risk → ↑ customer satisfaction

This aligns with prior research showing that perceived risk is a major barrier to satisfaction and loyalty in B2B relationships.

2. Active Empathetic Listening Strengthens the Relationship

Salespeople who actively listen—by showing empathy, asking thoughtful questions, and responding attentively—can amplify the positive effects of trust and commitment on customer satisfaction.

✅ Confirmed: AEL moderates the relationship between trust/commitment and satisfaction

This finding reinforces the importance of soft skills in sales. Listening isn’t just polite—it’s profitable.

3. Technology Use Doesn’t Always Help

Surprisingly, the study found no significant moderating effect of technology orientation on the relationship between trust/commitment and customer satisfaction.

❌ Rejected: Technology use does not strengthen the trust–satisfaction or commitment–satisfaction link

This contradicts some earlier studies and suggests that technology alone isn’t enough—it must be used meaningfully and in alignment with customer preferences.

4. Trust Doesn’t Always Lead to Commitment

Contrary to expectations, the study did not find a significant direct link between trust in the supplier and commitment to the relationship.

❌ Rejected: Trust → Commitment

This challenges a common assumption in relationship marketing and suggests that other factors (e.g., shared goals, mutual investments) may mediate this link.

Practical Implications for B2B Leaders

De Walsche’s findings offer several actionable takeaways for sales and account management teams:

✅ Build Trust and Commitment

• Be consistent, honest, and transparent in all dealings.
• Deliver on promises and share relevant information proactively.

✅ Reduce Perceived Risk

• Clarify expectations and minimize uncertainty in the buying process.
• Offer guarantees, references, or trial periods to build confidence.

✅ Listen Actively

• Train sales teams in active empathetic listening.
• Encourage behaviors like paraphrasing, asking clarifying questions, and using supportive body language.

✅ Use Technology Wisely

• Don’t rely on tech alone—ensure it enhances, not replaces, human connection.
• Tailor communication channels to customer preferences.

Final Thoughts

Axelle De Walsche’s research adds a fresh, customer-centric perspective to the field of Key Account Management. By focusing on how communication traits affect the buyer’s experience, she highlights the human side of B2B relationships.

In a world where automation and AI are on the rise, this study is a timely reminder: trust, commitment, and listening still matter most.