Sustaining success: the power of relational bonding in building franchisee trust in South Korea’s food service industry
Dong-Woo Koo,
Sae-Mi Lee
Abstract:PurposeRelationship marketing has emerged as pivotal, aiming to bolster collaboration and reduce uncertainty for both franchisors and franchisees. However, understanding the nuanced impact of relational bonding strategies – financial, social, and structural – on franchisee outcomes, particularly in South Korea’s food service industry, remains lacking. This study is an in-depth exploration of the nuanced impact of franchisors’ relational bonding strategies – structural, social, and economic – on critical franch… Show more
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