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

Kalika, Michel; Guilloux, Véronique; Dubost, Nathalie; Gauzente, Claire

doi:10.1504/ijesb.2008.017396

Cited by 10 publications

(8 citation statements)

References 33 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In particular, previous studies about franchise relationship only stresses on the procedural fairness disregarding business performance, interaction and informational aspect (Brown et al, 2006;Griffith et al, 2006;Kumar et al, 1995;Yilmaz et al, 2004). Then, as existing literature about the direct and indirect relationship between the franchisor and the franchisee which are dealing with fairness is extremely limited (Croonen, 2010;Grace et al, 2013;Guilloux et al, 2008), this study fills this gap by examining the impact of the four separate types of fairness in the franchise system on the relationship quality and performance (re-contract intention).…”

Section: Discussionmentioning

confidence: 99%

“…Some studies report interpersonal fairness by binding interpersonal fairness and informational fairness (Ferguson et al, 2014;Greenberg, 1990). Second, previous studies about the direct and indirect relationship between the franchisor and the franchisee dealing with fairness are extremely limited (Croonen, 2010;Grace, Weaven et al, 2013;Guilloux et al, 2008). Croonen (2010) approached the fairness concept quantitatively in his study whereas Grace et al (2013) did not measure the fairness indirect way but reported that fairness affects the performance and the nature of the relationship between the franchisor and the franchisee.…”

Section: Food Service Franchise Systemmentioning

confidence: 99%

“…Empirical studies about franchise relationships only stress on procedural fairness disregarding business performance, interaction and informational aspect (Brown et al, 2006;Griffith et al, 2006;Kumar et al, 1995;Yilmaz et al, 2004). Additionally, existing studies about direct and indirect relationships between the franchisor and the franchisee which are dealing with fairness is extremely limited (Croonen, 2010;Grace et al, 2013;Guilloux et al, 2008). Fairness concept under the organizational studies conceptualizes fairness in a comprehensive way by combining distributive fairness, procedural fairness, informational fairness and interpersonal fairness (Cohen-Charash and Spector, 2001;Colquitt et al, 2001).…”

Section: Research Hypothesismentioning

confidence: 99%

See 2 more Smart Citations

Effects of fairness on relationship quality and re-contract intention in food service franchise system: comparison between global and domestic franchise

Lee

2020

MRR

View full text Add to dashboard Cite

Purpose The purpose of this study is to examine the effects of fairness on relationship quality and re-contract intention in the foodservice franchise industry and this paper intends to delineate the implications of enhancing the mutual relationship between the franchisor and the franchisee in the future domestic foodservice franchise system. Design/methodology/approach To prevent the lack of reliability and to pursue the internal consistency of the measurement model, this study adopted SPSS (Ver.20.0) and derived Cronbach’s alpha. Additionally, this study conducted a confirmatory factor analysis by using AMOS (Ver.20.0) program to assess the unidimensionality of measurements. Finally, structural equation modeling was used to test the hypothesized research framework. Findings The results showed that distributive fairness and informational fairness increase the relationship quality, which franchisees perceive under the franchise system. Among the relationship quality factor, only the trust has a considerable impact on the (performance) re-contract intention. The effect of fairness on relationship quality does not show a statistically considerable difference between the two groups (global franchise vs domestic franchise). However, in terms of a global franchise, distributive fairness has a significant impact on relationship quality, whereas domestic franchise, distributive fairness directly affects performance (re-contract intention). Research limitations/implications This study provides readers with an effect of fairness in the franchise system. Results obtained in this study are useful for understanding the fairness and relationship quality in the franchise system. Practical implications Recently, as the foodservice franchise market is experiencing significant growth, government and franchise-related agencies are making considerable effort to improve the relationship between the franchisor and the franchisee and to offer a better system and policy concerning the protection of consumers. Government and franchise agencies should develop an adequate policy to improve the relationship between the franchisor and the franchisee by breaking away from the imprudent support. Originality/value This study investigates whether fairness in the franchise system has a significant effect on the relationship quality and the performance (re-contract intention) and provides implication about the mutual growth between franchisor and franchisee to the potential food service franchise in Korea.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Food Service Franchise Systemmentioning

confidence: 99%

Section: Research Hypothesismentioning

confidence: 99%

See 1 more Smart Citation

Effects of fairness on relationship quality and re-contract intention in food service franchise system: comparison between global and domestic franchise

Lee

2020

MRR

View full text Add to dashboard Cite

show abstract

“…There is also a separate stream of literature exploring the role of fairness in the context of a channel relationship (Kumar et al , 1995; Lund et al , 2013). Even though the Marketing Science Institute (2014-2016) included “perceived fairness” on its list of research priorities for 2014-2016, yet little research has explored the role of fairness in the context of a franchisor–franchisee relationship (Croonen, 2010; Guilloux et al , 2008).…”

Section: Literature Reviewmentioning

confidence: 99%

Fairness in franchisor–franchisee relationship: an integrative perspective

Shaikh

Sharma

Vijayalakshmi

et al. 2018

JBIM

View full text Add to dashboard Cite

Purpose This paper aims to elucidate and extend the concept of power and fairness in the context of franchisor–franchisee relationship. Design/methodology/approach On the basis of Dul and Hak’s (2007) recommendations, the conceptual model is developed from closely related domains (e.g. channel relationship) using pertinent theories. On the basis of this comprehensive analysis, new propositions about fairness in a franchisee–franchisor context are drawn. The primary purpose of this research is to conceptually and theoretically further the understanding of antecedents and consequences of fairness in a franchisor–franchisee relationship context by proffering a framework. Finally, this study examines the concept of fairness of its antecedents and moderators that have received scant attention in the context of franchising research. Findings This study contends that non-coercive power is perceived fairly. Also, coercive power that is legitimate is perceived fairly. However, coercive power that is illegitimate can be detrimental to relationships between franchisee and franchisor. Furthermore, a franchisee who perceives the relationship to be fair is likely to place more trust in relationship, is more satisfied with relationship and is less likely to be opportunistic. Finally, the study contends that these relationship outcomes are dependent on the franchisee’s personality traits. Research limitations/implications One major limitation of this study is that the propositions have not been empirically tested. However, this paper cites several business cases that have been used to support the propositions proffered in the study. Our conceptual model supported by previous theoretical findings and industry cases suggests that it is important to focus on social dimensions along with economic costs of a franchisor–franchisee relationship. Future researchers may empirically examine the relationships posited in this study by using the primary industry data. Originality/value This paper takes a comprehensive view of various social constructs affecting a franchisor–franchisee relationship. It also highlights the role of individual personality factors in a franchisor–franchisee relationship, extends prior work on relational dimensions from channels to the franchising context and provides managerial conclusions.

show abstract

“…It can help to make it possible to better frame and manage customer data in compliance with the regulations and in the joint interest of the different parties to the exchange. Indeed, although the franchisor–franchisee relationship has been approached by several researchers (Monroy and Alzola, 2005; Guilloux et al , 2008) and the management of customer data has been the subject of study by legal and information system researchers (Kim and Kim, 2009; Peltier et al , 2013), customer data management in franchise networks has been very little studied (Yerimpasheva and Balgabayeva, 2020), perhaps because of its complexity and sensitivity, the diversity of stakeholders involved in the franchisor–franchisee–customer exchange process and the variety of questions that it raises. For this reason, this research work proposes to answer the following main question: “ How important are the characteristics of the franchisor-franchisee relationship regarding the management of customer data in achieving positive marketing performance?…”

Section: Introductionmentioning

confidence: 99%

The franchisor–franchisee relationship and customer data management in the digital era

Oueslati

Deparis

Bennaghmouch-Maire

2021

IJRDM

View full text Add to dashboard Cite

PurposeThe digitalization of an organization implies centralizing the data collected. Nevertheless, the management of customer data in franchise networks is a delicate, complicated and little studied issue. The purpose of this paper is to investigate its challenges and the keys to success, by developing a conceptual framework resulting from a qualitative study and a literature review.Design/methodology/approachA qualitative study was carried out with around 30 franchisors, franchisees and franchise experts in the light of the General Data Protection Regulation (GDPR). The results of the qualitative study helped to clarify our theoretical framework and to position ourselves on the side of the founding theories of relationship marketing. A research model was then defined and tested using a quantitative survey administered to a total sample of 192 franchisors and franchisees.FindingsThe results of the various studies show that relationship quality, through inter-organizational commitment, explains the achievement of marketing performance in franchise networks. In addition, the place of relationship quality depends on four essential variables: inter-organizational communication, franchisee autonomy, technical and human resources and contractualization of customer data management.Originality/valueThis study focuses on a topic that has received very little attention, particularly in franchise networks. It uses a mixed-methods design that has enabled the identification of key variables contributing to the achievement of marketing and sales performance in a data management context.

show abstract

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

Cited by 10 publications

References 33 publications

Effects of fairness on relationship quality and re-contract intention in food service franchise system: comparison between global and domestic franchise

Effects of fairness on relationship quality and re-contract intention in food service franchise system: comparison between global and domestic franchise

Fairness in franchisor–franchisee relationship: an integrative perspective

The franchisor–franchisee relationship and customer data management in the digital era

Contact Info

Product

Resources

About