Relationship value, relationship quality and loyalty among Malaysian franchises
Franchising is an increasingly popular way of conducting and expanding business in the global environment. In a franchising business, the franchising relationship quality is considered important in ensuring success, since franchisors-franchisees are considered as business partner. Studies on franchi...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Institut Pengurusan Kualiti (IPQ)
2016
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/18106/1/Relationship_value_Dr_Khairol.pdf http://repo.uum.edu.my/18106/ http://www.ijobe.uum.edu.my/index.php/61-current-issues/137-relationship-value-relationship-quality-and-loyalty-among-malaysian-franchises |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | Franchising is an increasingly popular way of conducting and expanding business in the global environment. In a franchising business, the franchising relationship quality is considered important in ensuring success, since franchisors-franchisees are considered as business partner. Studies on franchisee-franchisor relationships from the franchise perspectives are very important and there has been a lack of research on the franchisee motivations for entering into the relationship mainly from Malaysia context. Therefore, this study will attempt to examine the relationship between relationship value, relationship quality and loyalty among Malaysian franchisees. A total of 400 questionnaires were mailed by using random sample to a local-home grown franchisee. The result of this study expects to develop an understanding of relationship quality among Malaysian local home grown franchisees. This study also contributes to the field of relationship marketing especially in managing business-to-business relationship. |
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