What went wrong? Franchisors and franchisees disclose the causes of conflict in franchising

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Title What went wrong? Franchisors and franchisees disclose the causes of conflict in franchising
Author Frazer, Lorelle; Weaven, Scott Keith W; Giddings, Jeff Michael; Grace, Debra Ann
Journal Name Qualitative Market Research: an international journal
Year Published 2012
Place of publication United Kingdom
Publisher Emerald Group Publishing Limited
Abstract Purpose – The rapid growth of the Australian franchising sector since the 1980s has been accompanied by tension, conflict and disputation, causing concern for regulatory bodies. However, little is currently known about the antecedents of conflict in franchising, thus, the purpose of this paper is to address this deficiency by exploring the antecedent factors associated with conflict in this domain. Design/methodology/approach – A series of 11 multiple case studies, involving 30 protocol discussions with franchisors and franchisees, was undertaken across a variety of franchise systems in order to explore the topic and to refine the research question and develop hypotheses for the next stage of the research. Findings – A number of themes emerged from the qualitative investigation which led to the development of 12 research propositions that include constructs such as expectations confirmation, trust, openness, perceived support and relationship satisfaction in attempting to explain the antecedent causes of conflict in franchising. Research limitations/implications – The qualitative nature of this research has provided rich information that will inform future confirmatory research via quantitative methods through hypotheses testing. Thus, the findings provide a solid framework for future investigations in this important research domain. Originality/value – The contribution of this research is significant in that it provides unique knowledge regarding the complex issues surrounding conflict in franchising. Furthermore, it informs future research with regards to the dynamics of conflict in this area.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1108/13522751211192017
Volume 15
Issue Number 1
Page from 87
Page to 103
ISSN 1352-2752
Date Accessioned 2012-06-21
Date Available 2013-06-03T04:06:24Z
Language en_US
Research Centre Griffith Institute For Tourism; Socio-Legal Research Centre
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/47326
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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