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dc.contributor.convenorCheryl R. Babcocken_US
dc.contributor.authorGrace, Anthonyen_US
dc.contributor.authorWright, Owenen_US
dc.contributor.authorFrazer, Lorelleen_US
dc.contributor.editorGerard Cliqueten_US
dc.date.accessioned2017-05-03T12:00:29Z
dc.date.available2017-05-03T12:00:29Z
dc.date.issued2008en_US
dc.date.modified2013-05-28T04:42:35Z
dc.identifier.urihttp://hdl.handle.net/10072/24838
dc.description.abstractThis 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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.format.extent180775 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherISoFen_US
dc.publisher.placeNova Southeastern University, Ft Lauderdale, FLAen_US
dc.publisher.urihttp://www.business.nova.edu/en_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofconferencename22nd Annual International Society of Franchising Conferenceen_US
dc.relation.ispartofconferencetitleProceedings of the 22nd Annual International Society of Franchising Conferenceen_US
dc.relation.ispartofdatefrom2008-06-20en_US
dc.relation.ispartofdateto2008-06-21en_US
dc.relation.ispartoflocationSaint-Malo, Britanny, Franceen_US
dc.rights.retentionYen_US
dc.subject.fieldofresearchcode350204en_US
dc.titleThe Commitment-trust theory as a franchising relationship foundation: Case study evidence from Australia and New Zealanden_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 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.en_US
gro.date.issued2008
gro.hasfulltextFull Text


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    Contains papers delivered by Griffith authors at national and international conferences.

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