Title: How franchiser and franchisee relationships affect franchisees' satisfaction? The importance of fairness, communication and trust as ethical bases of relationship marketing

Authors: Veronique Guilloux, Nathalie Dubost, Michel Kalika, Claire Gauzente

Addresses: University Paris XII, LEA, IRG, 80 avenue du General de Gaulle, La Pyramide, 94 009 Creteil Cedex, France. ' Faculte de Droit, Economie et Gestion, LOG, Rue de Blois – B.P. 6739, 45067, Orleans Cedex 2, France. ' University Paris Dauphine, CREPA, 75775 Paris Cedex 16, France. ' University of Angers, LARGO, UFR de Droit, Economie et Gestion, 13 allee F. Mitterrand, 49036 Angers cx 01, France

Abstract: Few empirical studies cover the theme of franchisees| satisfaction. This paper investigates the impact of the nature of relationship between franchisers and franchisees on franchisees| satisfaction. Research data have been collected by surveying 400 French franchisees. Surprisingly, this analysis shows that intangible factors in a franchise system are as important as the franchiser|s support or even more important than the support. The article discusses implications of the study|s results for future research and for managers. The results suggest how to create a positive environment (fairness, communication, trust) which is related to ethical marketing.

Keywords: fairness; communication; trust; work environment; franchisee perceptions; financial perceptions; job satisfaction; ethical approach; ethics; relationship marketing; franchisee satisfaction; France; franchises.

DOI: 10.1504/IJESB.2008.017396

International Journal of Entrepreneurship and Small Business, 2008 Vol.6 No.1, pp.155 - 172

Available online: 04 Mar 2008 *

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