An introspective examination of single-unit versus multi-unit franchisees
Author(s)
Dant, Rajiv P
Weaven, Scott K
Baker, Brent L
Jeon, Hyo Jin Jean
Griffith University Author(s)
Year published
2013
Metadata
Show full item recordAbstract
Multi-unit franchisees (MUFees; i.e., franchisees that operate more than one outlet within a franchise system) represent a pervasive and even dominant form of franchise ownership in many sectors. However, much of the franchising literature has been developed with a focus on single-unit franchisees (SUFees). The goals of this article are to introspectively compare MUFees and SUFees in terms of (1) the factors franchisees consider important when initially buying a franchise, (2) how these considerations change when SUFees become MUFees, and (3) how SUFees and MUFees characterize their relationships with their franchisors in ...
View more >Multi-unit franchisees (MUFees; i.e., franchisees that operate more than one outlet within a franchise system) represent a pervasive and even dominant form of franchise ownership in many sectors. However, much of the franchising literature has been developed with a focus on single-unit franchisees (SUFees). The goals of this article are to introspectively compare MUFees and SUFees in terms of (1) the factors franchisees consider important when initially buying a franchise, (2) how these considerations change when SUFees become MUFees, and (3) how SUFees and MUFees characterize their relationships with their franchisors in terms of relational constructs. Our data reveal significant differences between these two groups in terms of purchase motivations as well as relational sentiments.Importantly, franchisor preferences for multi-unit franchising notwithstanding, it is the SUFees that characterize their dyadic relationships with their franchisors as more relational as compared to their MUFees counterparts.
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View more >Multi-unit franchisees (MUFees; i.e., franchisees that operate more than one outlet within a franchise system) represent a pervasive and even dominant form of franchise ownership in many sectors. However, much of the franchising literature has been developed with a focus on single-unit franchisees (SUFees). The goals of this article are to introspectively compare MUFees and SUFees in terms of (1) the factors franchisees consider important when initially buying a franchise, (2) how these considerations change when SUFees become MUFees, and (3) how SUFees and MUFees characterize their relationships with their franchisors in terms of relational constructs. Our data reveal significant differences between these two groups in terms of purchase motivations as well as relational sentiments.Importantly, franchisor preferences for multi-unit franchising notwithstanding, it is the SUFees that characterize their dyadic relationships with their franchisors as more relational as compared to their MUFees counterparts.
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Journal Title
Journal of the Academy of Marketing Science
Volume
41
Issue
4
Subject
Marketing
Marketing management (incl. strategy and customer relations)
Tourism