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Relationship Marketing in Franchising and Retailing



  • Available for pre-order on March 10, 2023. Item will ship after March 31, 2023
ISBN 9781032427980
March 31, 2023 Forthcoming by Routledge
140 Pages

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Book 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 cover 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.

Table of Contents

Introduction: Relationship marketing in franchising and retailing  1. Consumer attitude and intention toward ridesharing  2. Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector  3. Franchisees with multiple stakeholder roles: perceptions and conflict in franchise networks  4. Why franchisors recruit franchisees from the ranks of their employees  5. Franchisee advisory councils and justice: franchisees finding their voice  6. Determinants of overall franchisee satisfaction: application of the performance feedback theory

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Editor(s)

Biography

Park Thaichon is Director of Research of the Department of Marketing, Griffith University, 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.