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The relationship quality in franchise networks: Is it important to performance?

The concept of relationship quality evolved from relational marketing theory, and provided the impetus for a paradigm shift from transactional relationships to more cooperative and service-centred relationships in business-to-business processes. In the marketing literature, relationship quality has...

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Main Authors: Ishak, Khairol Anuar, Jantan, Muhamad
Format: Article
Language:English
Published: Asian Academy of Management 2013
Subjects:
H Social Sciences (General)
Online Access:http://repo.uum.edu.my/18109/1/RQ%20Khairol%20anuar%20%26%20MJ-10th%20AAM%20USM.pdf
http://repo.uum.edu.my/18109/
http://www.som.usm.my/
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spelling my.uum.repo.181092016-06-15T03:55:39Z http://repo.uum.edu.my/18109/ The relationship quality in franchise networks: Is it important to performance? Ishak, Khairol Anuar Jantan, Muhamad H Social Sciences (General) The concept of relationship quality evolved from relational marketing theory, and provided the impetus for a paradigm shift from transactional relationships to more cooperative and service-centred relationships in business-to-business processes. In the marketing literature, relationship quality has been considered a key component in relationship marketing and business-to-business relationship exchange such as buyer-seller, exporter-importer and franchisor-franchisee. In franchising, the key to a successful franchise system is dependent on the effectiveness of franchise relationship management where both parties are characterized by mutual interdependence and cooperation. Despite the importance of this topic in franchising, very little is known about how to develop effective franchisor-franchisee RQ and how it impact performance/loyalty. Therefore, this paper investigates relationship quality in franchise networks towards the firms’ performance and loyalty from a franchisee‘s perceptive. It also discusses three elements of the franchisor-franchisee relationship quality namely: trust, commitment and satisfaction. The paper examines the interactions of relationship quality towards a firm’s performance and loyalty in the franchise network. Asian Academy of Management 2013-08 Article PeerReviewed application/pdf en http://repo.uum.edu.my/18109/1/RQ%20Khairol%20anuar%20%26%20MJ-10th%20AAM%20USM.pdf Ishak, Khairol Anuar and Jantan, Muhamad (2013) The relationship quality in franchise networks: Is it important to performance? Proceedings of the 10th Asian Academy of Management International Conference, 1 (1). pp. 479-488. ISSN 978-967-394-158-2 http://www.som.usm.my/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Ishak, Khairol Anuar
Jantan, Muhamad
The relationship quality in franchise networks: Is it important to performance?
description The concept of relationship quality evolved from relational marketing theory, and provided the impetus for a paradigm shift from transactional relationships to more cooperative and service-centred relationships in business-to-business processes. In the marketing literature, relationship quality has been considered a key component in relationship marketing and business-to-business relationship exchange such as buyer-seller, exporter-importer and franchisor-franchisee. In franchising, the key to a successful franchise system is dependent on the effectiveness of franchise relationship management where both parties are characterized by mutual interdependence and cooperation. Despite the importance of this topic in franchising, very little is known about how to develop effective franchisor-franchisee RQ and how it impact performance/loyalty. Therefore, this paper investigates relationship quality in franchise networks towards the firms’ performance and loyalty from a franchisee‘s perceptive. It also discusses three elements of the franchisor-franchisee relationship quality namely: trust, commitment and satisfaction. The paper examines the interactions of relationship quality towards a firm’s performance and loyalty in the franchise network.
format Article
author Ishak, Khairol Anuar
Jantan, Muhamad
author_facet Ishak, Khairol Anuar
Jantan, Muhamad
author_sort Ishak, Khairol Anuar
title The relationship quality in franchise networks: Is it important to performance?
title_short The relationship quality in franchise networks: Is it important to performance?
title_full The relationship quality in franchise networks: Is it important to performance?
title_fullStr The relationship quality in franchise networks: Is it important to performance?
title_full_unstemmed The relationship quality in franchise networks: Is it important to performance?
title_sort relationship quality in franchise networks: is it important to performance?
publisher Asian Academy of Management
publishDate 2013
url http://repo.uum.edu.my/18109/1/RQ%20Khairol%20anuar%20%26%20MJ-10th%20AAM%20USM.pdf
http://repo.uum.edu.my/18109/
http://www.som.usm.my/
_version_ 1644282383717892096
score 13.211869

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