We currently are experiencing system difficulties and as a result some links are not working. We apologise for this inconvenience and are working to correct the issue.
The Commitment-trust theory as a franchising relationship foundation: Case study evidence from Australia and New Zealand
Abstract
This paper provides an in-depth qualitative investigation into the nature of the franchisee/franchiser relationship. The view that stable franchising relationships are formulated with the presence of trust and commitment is further enhanced and developed upon Morgan & Hunt's (1994) foundational commitment-trust theory. Primary research in the form of face-to-face interviews with franchisees from four franchise systems was conducted using within and across case analysis. This exploratory research attempts to enhance franchising knowledge by shifting traditional transactional marketing (TM) focus toward relationship marketing ...
View more >This paper provides an in-depth qualitative investigation into the nature of the franchisee/franchiser relationship. The view that stable franchising relationships are formulated with the presence of trust and commitment is further enhanced and developed upon Morgan & Hunt's (1994) foundational commitment-trust theory. Primary research in the form of face-to-face interviews with franchisees from four franchise systems was conducted using within and across case analysis. This exploratory research attempts to enhance franchising knowledge by shifting traditional transactional marketing (TM) focus toward relationship marketing (RM). The emphasis on relationships as apposed to transactional exchanges within franchising not only extends existing franchising literature but provides practical insight into the importance of stable personal relationships between franchisers and franchisees.
View less >
View more >This paper provides an in-depth qualitative investigation into the nature of the franchisee/franchiser relationship. The view that stable franchising relationships are formulated with the presence of trust and commitment is further enhanced and developed upon Morgan & Hunt's (1994) foundational commitment-trust theory. Primary research in the form of face-to-face interviews with franchisees from four franchise systems was conducted using within and across case analysis. This exploratory research attempts to enhance franchising knowledge by shifting traditional transactional marketing (TM) focus toward relationship marketing (RM). The emphasis on relationships as apposed to transactional exchanges within franchising not only extends existing franchising literature but provides practical insight into the importance of stable personal relationships between franchisers and franchisees.
View less >
Conference Title
Proceedings of the 22nd Annual International Society of Franchising Conference
Publisher URI
Copyright Statement
© 2008 ISOF. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.