Conceptualizing post-sales relationship management in B2B markets: review, synthesis, and recommendations for future research

To keep up with changing customer demands, business-to-business selling firms now employ multiple postsales relationship management models, including proactive postsales service (PPS), customer success management (CSM), and key account management (KAM). These functions are often performed in parallel and may exist within the same organization. Prior research in marketing and sales has demonstrated the role and promise of each postsales relationship management model, but they are typically considered in isolation. This paper synthesizes existing literature on B2B postsales relationship management and provides a conceptual framework that clarifies the unique roles, overlaps, and contingencies among PPS, KAM, and CSM. Findings suggest that firms may integrate models based on customer needs, data, and postsales service goals. Promising directions for future research are provided that should help sales and service scholars advance scholarship regarding B2B relationships.