Relationship marketing in franchising and retailing
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Accepted Manuscript (AM)
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Frazer, Lorelle
Weaven, Scott
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Abstract
In this special issue ‘Relationship marketing in franchising and retailing’, the Journal of Strategic Marketing presents a series of papers covering topics to gain a better understanding of relationship marketing in franchising and retailing. Franchising has been considered as an appealing means of expanding a business and certainly offers many benefits to small businesses. Research in franchising and retailing are becoming more advanced in 1990 and 2000 (Rosado-Serrano et al., 2018). However, there has been limited research by leading journal outlets around relationship marketing in franchising since the special issue by Journal of Retailing in 2011 and by Journal of Business Venturing in 1999.
In fact, relationship marketing involves development of strong relationships between exchange partners that enhance satisfaction, trust, value, and commitment, and ultimately improve profitability (Bolton et al., 2004; Chiu et al., 2005; Liang & Wang, 2006; Morgan & Hunt, 1994; Weaven et al., 2017). It highlights the significance of the continuous interaction between involved parties in developing a long-term relationship (Weaven et al., 2014; Palmatier et al., 2006). As the success of a franchise in retail is dependent on the relationship between the franchisor and franchisees, and between the sellers (franchisors/franchisees) and the customers, it is imperative to advance our knowledge of relationship marketing in franchising in retailing (Beitelspacher et al., 2018).
We would like to express our sincere gratitude to all authors who submitted their work to this special issue ‘Relationship marketing in franchising and retailing’ of the Journal of Strategic Marketing and to all reviewers who provided their service to ensure the quality of the special issue. We have only chosen four papers following a rigorous review process to include in this special issue. The end result represents a deep thought-provoking edition for the journal.
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Journal of Strategic Marketing
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This is an Author's Accepted Manuscript of an article published in the Journal of Strategic Marketing,12 Jun 2020, copyright Taylor & Francis, available online at: https://doi.org/10.1080/0965254X.2020.1745871
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This publication has been entered in Griffith Research Online as an advanced online version.
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Subject
Marketing
Social Sciences
Business & Economics
Franchising
relationship marketing
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Citation
Thaichon, P; Frazer, L; Weaven, S, Relationship marketing in franchising and retailing, Journal of Strategic Marketing, 2020