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Performance implications of marketing agreement, cooperation, and control in franchising
Journal of Marketing Theory and Practice Pub Date : 2021-01-21 , DOI: 10.1080/10696679.2020.1864216
Joseph M. Matthes 1 , Amit Saini 2 , Vivek K. Dubey 3
Affiliation  

ABSTRACT

The affinity between franchisees and their franchisor represents a captive marketing channel relationship, requiring a mutually well-managed partnership for long-term success and sustained performance. The authors argue that franchisee social satisfaction and financial performance can be enhanced through greater strategic marketing agreement and operational marketing cooperation with their franchisor. Primary data were collected through a survey study of U.S. franchisees. Results from structural equation modeling indicate that both strategic agreement and operational cooperation positively affect franchisee satisfaction. Furthermore, satisfaction directly enhances as well as mediates benefits to performance. Franchisor marketing decision control is identified and tested as a boundary condition.



中文翻译:

特许经营中营销协议、合作和控制的绩效影响

摘要

加盟商与其特许人之间的密切关系代表了一种专属的营销渠道关系,需要相互管理良好的合作伙伴关系才能获得长期成功和持续绩效。作者认为,通过与特许人达成更广泛的战略营销协议和运营营销合作,可以提高加盟商的社会满意度和财务绩效。主要数据是通过对美国特许经营商的调查研究收集的。结构方程模型的结果表明,战略协议和运营合作都对加盟商满意度产生积极影响。此外,满意度会直接增强并调节绩效带来的好处。特许人营销决策控制被识别和测试为边界条件。

更新日期:2021-01-21
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