Journal article
Trust and commitment within franchise systems: an Australian and New Zealand perspective
Asia Pacific Journal of Marketing and Logistics, Vol.23(4), pp.486-500
2011
Abstract
Purpose – Although research in franchising is currently experiencing an advancement in the investigation of behavioural attributes, the motivators and perceptions of participants within this partnership, the key variables of trust and commitment, a key to successful business relations, requires further insight. The purpose of this paper is to extend the idiosyncratic dynamics of the franchisor‐franchisee relationship and the influence of such constructs from a distance perspective. Seminal work on relationship marketing (Morgan and Hunt) forms the foundation in the development of the franchising relational dynamics model posed within this paper.Design/methodology/approach – This paper adopts a qualitative, case‐based approach of four Australian retail franchises with holdings in New Zealand. In‐depth interviews were conducted with 20 franchisees to derive perceptions on trust and commitment currently experienced within the franchise relationship to inform the resultant findings.
Details
- Title
- Trust and commitment within franchise systems: an Australian and New Zealand perspective
- Authors
- Anthony Grace (Author) - Griffith UniversityO Wright (Author) - Griffith University
- Publication details
- Asia Pacific Journal of Marketing and Logistics, Vol.23(4), pp.486-500
- Publisher
- Emerald Publishing Limited
- DOI
- 10.1108/13555851111165048
- ISSN
- 1758-4248
- Organisation Unit
- School of Business and Creative Industries; USC Business School - Legacy; University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99474108102621
- Output Type
- Journal article
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