The Effect of Franchisors’ Communication, Service Assistance, and Competitive Advantage on Franchisees’ Intentions to Remain in the Franchise System

The Effect of Franchisors’ Communication, Service Assistance, and Competitive Advantage on... This study developed and empirically tested a model examining the antecedents of franchisees’ overall satisfaction and intention to remain in a franchise system. Based on a sample from a convenient store franchise system in Taiwan, the results showed that communication is very important in reinforcing franchisees’ trust and overall satisfaction with the franchise system. The results also showed that competitive advantage of a franchise system is the basis for a franchisee's overall satisfaction and intention to remain in a franchise system. However, satisfaction of a franchisor's service assistance did not have direct impact on a franchisee's overall satisfaction toward the franchise system. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Small Business Management Wiley

The Effect of Franchisors’ Communication, Service Assistance, and Competitive Advantage on Franchisees’ Intentions to Remain in the Franchise System

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Publisher
Wiley
Copyright
Copyright © 2004 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0047-2778
eISSN
1540-627X
DOI
10.1111/j.1540-627X.2004.00095.x
Publisher site
See Article on Publisher Site

Abstract

This study developed and empirically tested a model examining the antecedents of franchisees’ overall satisfaction and intention to remain in a franchise system. Based on a sample from a convenient store franchise system in Taiwan, the results showed that communication is very important in reinforcing franchisees’ trust and overall satisfaction with the franchise system. The results also showed that competitive advantage of a franchise system is the basis for a franchisee's overall satisfaction and intention to remain in a franchise system. However, satisfaction of a franchisor's service assistance did not have direct impact on a franchisee's overall satisfaction toward the franchise system.

Journal

Journal of Small Business ManagementWiley

Published: Jan 1, 2004

References

  • How Top PR Professionals Handle Hearsay: Corporate Rumors, Their Effects, and Strategies to Manage Them
    DiFonzo, DiFonzo; Bordia, Bordia
  • Developing Buyer–Seller Relationships
    Dwyer, Dwyer; Schurr, Schurr; Oh, Oh
  • NAFTA and Franchising: A Comparison of Franchisor Perceptions of Characteristics Associated with Franchisee Success and Failure in Canada, Mexico, and the United States
    Falbe, Falbe; Welsh, Welsh
  • Transaction‐Specific Satisfaction and Overall Satisfaction: An Empirical Analysis
    Jones, Jones; Suh, Suh
  • The Nature of Ethics Codes in Franchise Associations around the Globe
    Preble, Preble; Hoffman, Hoffman
  • Analyzing the Commitment‐Loyalty Link in Service Contexts
    Pritchard, Pritchard; Havitz, Havitz; Howard, Howard
  • Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments
    Singh, Singh; Sirdeshmukh, Sirdeshmukh

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