Relational bonding strategies in the franchise industry: the moderating role of duration of the relationship

Volume: 30, Issue: 7, Pages: 830 - 841
Published: Aug 3, 2015
Abstract
Purpose – This paper aims to examine the effect of different relational bonding strategies on franchisees’ perceptions of benefits. The duration of the relationship is framed as a moderator between three types of relational bonds and the perceived benefits. Design/methodology/approach – The data are collected via a survey from foodservice franchisees in South Korea. To test the study’s hypotheses, the research model was estimated with two-stage...
Paper Details
Title
Relational bonding strategies in the franchise industry: the moderating role of duration of the relationship
Published Date
Aug 3, 2015
Volume
30
Issue
7
Pages
830 - 841
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