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The effect of a partnership franchising model on consumer satisfaction for a large German cooperative retail chain before and during the COVID-19 pandemic: Die Auswirkung eines Partnerschafts-Franchising-Modells auf die Verbraucherzufriedenheit einer großen deutschen genossenschaftlichen Einzelhandelskette vor und während der COVID-19-Pandemie

Author

Listed:
  • Bachmann Severin

    (Nuremberg Research Institute for Cooperative Studies, Findelgasse 7-9, 90402 Nürnberg, Germany)

  • Reichel Richard

    (FOM University, Essen, and Nuremberg Research Institute for Cooperative Studies, Findelgasse 7-9, 90402 Nürnberg, Germany)

  • Wrede Matthias

    (Nuremberg Research Institute for Cooperative Studies, and Friedrich-Alexander University Erlangen-Nürnberg (FAU), School of Business, Economics and Society, PO Box 3931, 90020 Nürnberg, Germany)

Abstract

Der vorliegende Artikel analysiert für einen der größten deutschen Einzelhändler anhand von Webrezensionen den Effekt eines Partnerschafts-Franchising-Modells auf die Verbraucherzufriedenheit und die Unterschiede dieser Effekte vor und während der COVID-19-Pandemie. Das Besondere am Franchise-Modell dieser Kette ist, dass sich der Franchisegeber finanziell an einem Partnerschaftsmodell beteiligt und die Franchisenehmer wiederrum erhebliche unternehmerische Freiheiten genießen. Das Ergebnis dieser Studie zeigt, dass Verbraucher mit Franchisenehmern wesentlich zufriedener sind als mit zentral geführten Geschäften. Die Zufriedenheit der Verbraucher ging zurück und der Vorsprung der Franchisenehmer nahm während der Pandemie ab.

Suggested Citation

  • Bachmann Severin & Reichel Richard & Wrede Matthias, 2023. "The effect of a partnership franchising model on consumer satisfaction for a large German cooperative retail chain before and during the COVID-19 pandemic: Die Auswirkung eines Partnerschafts-Franchis," Zeitschrift für das gesamte Genossenschaftswesen, De Gruyter, vol. 73(2), pages 105-130, June.
    • Handle: RePEc:bpj:zfgewe:v:73:y:2023:i:2:p:105-130:n:3
    DOI: 10.1515/zfgg-2023-0007
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    More about this item

    Keywords

    cooperatives; franchise; consumer satisfaction; retail; COVID-19; pandemic;
    All these keywords.

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • P13 - Political Economy and Comparative Economic Systems - - Capitalist Economies - - - Cooperative Enterprises

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