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Value managed relationships: The key to customer retention and profitability

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  • Buchanan, Robin W. T.
  • Gillies, Crawford S.

Abstract

The authors argue that customer satisfaction and retention are vital and can be improved by the technique which they call a Value Managed Relationship (VMR). A VMR is a collaborative, communicative partnership between suppliers and the supplier's customers, and it works by reducing system costs. Buchanan and Gillies point to examples in British industry where VMRs have been of great benefit.

Suggested Citation

  • Buchanan, Robin W. T. & Gillies, Crawford S., 1990. "Value managed relationships: The key to customer retention and profitability," European Management Journal, Elsevier, vol. 8(4), pages 523-526, December.
    • Handle: RePEc:eee:eurman:v:8:y:1990:i:4:p:523-526
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    Cited by:

    1. Swati Singh & Sapna Rakesh, 2012. "Consumer Perception towards Loyalty Card Programs - A Study of Indian Consumers," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 3(2), pages 58-62, May.
    2. O'Malley, Lisa & Prothero, Andrea, 2004. "Beyond the frills of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1286-1294, November.
    3. Patrick Afflerbach & Manuel Bolsinger & Maximilian Röglinger, 2016. "An economic decision model for determining the appropriate level of business process standardization," Business Research, Springer;German Academic Association for Business Research, vol. 9(2), pages 335-375, August.
    4. Climis Raghda, 2016. "Factors Affecting Customer Retention in the Airline Industry," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 24(4), pages 49-69, December.

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