Relationship Marketing in Franchising and Retailing

Park Thaichon, Lorelle Frazer, Scott Weaven, Park Thaichon, Lorelle Frazer, Scott Weaven

• Publisher: Routledge
• Year: 2023
• Print ISBN:
  9781032427980
• eBook ISBN:
  9781000847840
• Topic: Business
• Subtopic: Business General
• Index: Business

This book offers an accessible and comprehensive introduction to relationship marketing in franchising and retailing, especially in areas such as business and marketing management as well as strategic marketing.

The topics this book covers include (but is not limited to): (1) relationships in the context of e-commerce within the franchising sector; (2) franchisees with multiple stakeholder roles: perceptions and conflict in franchise networks; (3) why franchisors recruit franchisees from the ranks of their employees; (4) franchisee advisory councils and justice; and (5) determinants of overall franchisee satisfaction.

This book is ideal for students, practitioners and professionals interested in Relationship Marketing, Customer Services, and Marketing Communications. The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Contents
• Citation Information
• Notes on Contributors
• Introduction: Relationship marketing in franchising and retailing
• 1 Consumer attitude and intention toward ridesharing
• 2 Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector
• 3 Franchisees with multiple stakeholder roles: perceptions and conflict in franchise networks
• 4 Why franchisors recruit franchisees from the ranks of their employees
• 5 Franchisee advisory councils and justice: franchisees finding their voice
• 6 Determinants of overall franchisee satisfaction: application of the performance feedback theory
• Index