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

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

Gauzente, Claire; Dubost, Nathalie; Guilloux, Véronique; Kalika, Michel (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, 6, 1, p. 155 - 172. http://dx.doi.org/ 10.1504/IJESB.2008.017396

Type

Article accepté pour publication ou publié

Date

2008

Journal name

International Journal of Entrepreneurship and Small Business

Volume

Number

Publisher

Inderscience Pub.

Pages

155 - 172

Abstract (EN)

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.

Subjects / Keywords

Franchises; Relationship marketing; Work environment; Franchisee perceptions; Financial perceptions; Job satisfaction

JEL

L25 - Firm Performance: Size, Diversification, and Scope
M31 - Marketing