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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

Author

Listed:
  • Veronique Guilloux
  • Nathalie Dubost
  • Michel Kalika
  • Claire Gauzente

Abstract

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.

Suggested Citation

  • Veronique Guilloux & Nathalie Dubost & Michel Kalika & Claire Gauzente, 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, Inderscience Enterprises Ltd, vol. 6(1), pages 155-172.
    • Handle: RePEc:ids:ijesbu:v:6:y:2008:i:1:p:155-172
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    Citations

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    Cited by:

    1. Shaikh, Ateeque, 2016. "Conceptualizing fairness in franchisor–franchisee relationship: Dimensions, definitions and preliminary construction of scale," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 28-35.
    2. Karlijn Jojanneke Nijmeijer & Isabelle Natalina Fabbricotti & Robbert Huijsman, 2015. "Creating Advantages with Franchising in Healthcare: An Explorative Mixed Methods Study on the Role of the Relationship between the Franchisor and Units," PLOS ONE, Public Library of Science, vol. 10(2), pages 1-21, February.
    3. Catherine Goullet & François Meyssonnier, 2009. "Le contrôle des réseaux de franchise," Working Papers hal-00419266, HAL.

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