The Commitment-trust theory as a franchising relationship foundation: Case study evidence from Australia and New Zealand

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Title The Commitment-trust theory as a franchising relationship foundation: Case study evidence from Australia and New Zealand
Author Grace, Anthony Richard; Wright, Owen; Frazer, Lorelle
Publication Title Proceedings of the 22nd Annual International Society of Franchising Conference
Editor Gerard Cliquet
Year Published 2008
Place of publication Nova Southeastern University, Ft Lauderdale, FLA
Publisher ISoF
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 (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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.huizenga.nova.edu/ExecEd/ISOF/
Alternative URI http://www.huizenga.nova.edu/ExecEd/ISOF/ISoFPapers.cfm
Copyright Statement Copyright 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.
Conference name 22nd Annual International Society of Franchising Conference
Location Saint-Malo, Britanny, France
Date From 2008-06-20
Date To 2008-06-21
URI http://hdl.handle.net/10072/24838
Date Accessioned 2009-03-05
Language en_US
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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