What does this research mean for the field?

An international company effectively manages key customers by balancing personalization with standardization of service. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

The central aim is to explore how international companies manage key clients by integrating personalization and standardization in service delivery.

February 26, 2026European Journal of Technical and Natural Sciences0 citationsOpen Access

Managing key clients in an international company: balancing personalization and standardization of service

BSBekturganova Saltanat

Key Points

The central aim is to explore how international companies manage key clients by integrating personalization and standardization in service delivery.
Analysis of key customer management systems
Assessment of service levels offered to large customers
Evaluation of customer needs and expectations
Identified strategies for balancing personalized service and standardization
Highlighted the importance of understanding individual customer expectations
Presented a framework for efficient key client management

Abstract

The article describes how an international company manages its key customers, while striving for a single level of service and taking into account the individual needs and expectations of its large customers. In this article, we will look at how key customer management is carried out as a single system combining

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