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Relationship Marketing in Franchising and Retailing

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advisory council governance
Ave
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Common Method Bias
Consumer's WOM
Consumer’s WOM
customer satisfaction drivers
e-commerce strategies
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eq_business-finance-law
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Franchise Chains
franchise management
Franchise Networks
Franchise Partners
Franchise System
Franchisee
franchisee network relationship dynamics
Franchisee Satisfaction
Franchising
Franchising Relationship
Franchising Sector
Franchisor
Franchisor Franchisee Relationships
Informational Justice
Internally Recruited
Interpersonal Justice
Multi-unit Franchisees
Non-user Samples
Pu
Relationship marketing
Ridesharing Services
SEM
Service Innovation
Sharing Economy
Social Benchmark
stakeholder conflict
Stakeholder Theory
strategic marketing theory
Unit Growth

Product details

  • ISBN 9781032427980
  • Weight: 453g
  • Dimensions: 174 x 246mm
  • Publication Date: 31 Mar 2023
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

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.

About

Park Thaichon is Associate Professor of Marketing at the School of Business, University of Southern Queensland, Australia. His research, teaching, and consulting focus are on digital marketing, technology, relationship marketing, and consumer behaviour.

Lorelle Frazer is Dean of the School of Business and Creative Industries at the University of the Sunshine Coast in Australia. Her research focuses on franchising relationships, and she has been honoured by the Franchise Council of Australia for her ‘significant contributions to the education of the Australian franchise community’.

Scott Weaven is Professor and Head of the Department of Marketing at Griffith University, Australia. His recent research has focused on examining digital, relational and hybridized methods of international market entry, e-commerce and encroachment issues in franchise systems, hybrid sales structures, online relationship marketing and consumer sentiment analysis and market segmentation in a variety of business contexts.