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

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.

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Abstract

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.

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ID Code: 67915
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
ISBN: 1-86308-158-5
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 [please consult the author]
Deposited On: 03 Mar 2014 01:04
Last Modified: 03 Jun 2014 09:58

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