Investigating relationships between relationship quality, customer loyalty and cooperation : an empirical study of convenience stores' franchise chain systems


Autoria(s): Beatson, Amanda T.; McDonnell, John; Huang, Chih-Hsuan
Data(s)

2011

Resumo

Franchising has become a way to minimise the risks of small business management. There has been little research into the factors that promote franchise relationship success. This study attempts to empirically examine the important elements (relationship quality, customer loyalty and cooperation), which might promote a successful long-term franchising relationship between franchisors and franchisees within the context of convenience stores in Taiwan. A model of these relationships was developed and tested. A total of 500 surveys were mailed to a random sample of convenience stores’ franchisee owners among the four main franchisors in Taiwan. The results show that relationship quality positively influences the cooperation between franchisors and franchisees and is positively correlated with franchisee loyalty. Additionally, the cooperative behaviour between franchisees and franchisors is significantly associated with franchisees’ loyalty.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/67915/

Publicador

Australian and New Zealand Marketing Academy (ANZMAC)

Relação

http://eprints.qut.edu.au/67915/1/ANZMAC2009-169%281%29.pdf

http://www.duplication.net.au/ANZMAC09/Menu.html

Beatson, Amanda T., McDonnell, John, & Huang, Chih-Hsuan (2011) Investigating relationships between relationship quality, customer loyalty and cooperation : an empirical study of convenience stores' franchise chain systems. In Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Australian and New Zealand Marketing Academy (ANZMAC) , Melbourne, VIC, pp. 1-8.

Direitos

Copyright 2011 [please consult the author]

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Tipo

Conference Paper