An introspective examination of single-unit versus multi-unit franchisees

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Title An introspective examination of single-unit versus multi-unit franchisees
Author Dant, Rajiv P.; Weaven, Scott Keith W; Baker, Brent L.; Jeon, Hyo Jin (Jean)
Journal Name Journal of the Academy of Marketing Science
Editor G. Tomas M. Hult
Year Published 2013
Place of publication Netherlands
Publisher Springer
Abstract 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.
Peer Reviewed Yes
Published Yes
Alternative URI
Volume 41
Issue Number 4
Page from 473
Page to 496
ISSN 0092-0703
Date Accessioned 2012-01-26
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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