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dc.contributor.authorBodey, KL
dc.contributor.authorShao, W
dc.contributor.authorRoss, M
dc.date.accessioned2017-08-08T04:54:27Z
dc.date.available2017-08-08T04:54:27Z
dc.date.issued2017
dc.identifier.issn1533-2969
dc.identifier.doi10.1080/15332969.2017.1289790
dc.identifier.urihttp://hdl.handle.net/10072/343515
dc.description.abstractThis is one of the first studies to explore customer retention in reference to the franchisee–customer relationship. A subsequent objective was to examine localization and standardization from a franchise unit and system-level perspective. Data was collected using a self-administered survey based on customers of pet grooming services in Australia. Findings suggest that the addition of a customer retention perspective reveals a greater depth to the franchisee–customer relationship. Importantly, this implies that there are additional factors likely to influence franchisee–customer retention within franchise outlets. We suggest that individual franchise units, in cooperation with local customers, should co-create local marketing initiatives.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofpagefrom100
dc.relation.ispartofpageto114
dc.relation.ispartofissue2
dc.relation.ispartofjournalServices Marketing Quarterly
dc.relation.ispartofvolume38
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode3504
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.titleLocalization and Customer Retention for Franchise Service Systems
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorShao, Wei D.


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