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How franchiser and franchisee relationships affect franchisees' satisfaction? The importance of fairness, communication and trust as ethical bases of relationship marketing

Gauzente, Claire; Dubost, Nathalie; Guilloux, Véronique; Kalika, Michel (2008), How franchiser and franchisee relationships affect franchisees' satisfaction? The importance of fairness, communication and trust as ethical bases of relationship marketing, International Journal of Entrepreneurship and Small Business, 6, 1, p. 155 - 172. http://dx.doi.org/ 10.1504/IJESB.2008.017396

Type
Article accepté pour publication ou publié
Date
2008
Journal name
International Journal of Entrepreneurship and Small Business
Volume
6
Number
1
Publisher
Inderscience Pub.
Pages
155 - 172
Publication identifier
http://dx.doi.org/ 10.1504/IJESB.2008.017396
Metadata
Show full item record
Author(s)
Gauzente, Claire
Dubost, Nathalie
Guilloux, Véronique
Kalika, Michel
Abstract (EN)
Few empirical studies cover the theme of franchisees' satisfaction. This paper investigates the impact of the nature of relationship between franchisers and franchisees on franchisees' satisfaction. Research data have been collected by surveying 400 French franchisees. Surprisingly, this analysis shows that intangible factors in a franchise system are as important as the franchiser's support or even more important than the support. The article discusses implications of the study's results for future research and for managers. The results suggest how to create a positive environment (fairness, communication, trust) which is related to ethical marketing.
Subjects / Keywords
Franchises; Relationship marketing; Work environment; Franchisee perceptions; Financial perceptions; Job satisfaction
JEL
L25 - Firm Performance: Size, Diversification, and Scope
M31 - Marketing

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