The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty
The organizations have shifted from transactional to relational approach in maintaining their relationship in inter-organization partnerships and collaborations. The concept of relationship quality (RQ) evolved from relational marketing theory, and provided the impetus for a paradigm shift from tra...
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| Format: | Article |
| Language: | English |
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EconJournals
2016-05-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/2451 |
| _version_ | 1797908145366892544 |
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| author | Khairol Anuar Ishak |
| author_facet | Khairol Anuar Ishak |
| author_sort | Khairol Anuar Ishak |
| collection | DOAJ |
| description |
The organizations have shifted from transactional to relational approach in maintaining their relationship in inter-organization partnerships and collaborations. The concept of relationship quality (RQ) evolved from relational marketing theory, and provided the impetus for a paradigm shift from transactional relationships to be more cooperative and service-centred relationships in business-to-business (B2B) processes. RQ has been considered as a key component in most relationship marketing such as buyer-seller, exporter-importer and franchisor-franchisee. This study examine empirically the relationship between RQ, relational mechanisms and loyalty in franchise system from a franchisee‘s perceptive in Malaysia. A total of 400 questionnaires were mailed by using random sample to a local-home grown franchisee. The results show that relational norms are positively influence the relationship quality of franchisor-franchisee relationship. In addition, relationship quality also found positively influenced franchisee loyalty to stay in franchise system.
Keywords: Relationship quality, franchising, norms, communication and loyalty.
JEL Classifications: D83, J53
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| first_indexed | 2024-04-10T10:47:55Z |
| format | Article |
| id | doaj.art-a906eaf0692c4231b057b50fe7416c16 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T10:47:55Z |
| publishDate | 2016-05-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-a906eaf0692c4231b057b50fe7416c162023-02-15T16:20:14ZengEconJournalsInternational Review of Management and Marketing2146-44052016-05-0164SThe Impacts of Relational Norms and Relationship Quality in to Franchisee's LoyaltyKhairol Anuar Ishak The organizations have shifted from transactional to relational approach in maintaining their relationship in inter-organization partnerships and collaborations. The concept of relationship quality (RQ) evolved from relational marketing theory, and provided the impetus for a paradigm shift from transactional relationships to be more cooperative and service-centred relationships in business-to-business (B2B) processes. RQ has been considered as a key component in most relationship marketing such as buyer-seller, exporter-importer and franchisor-franchisee. This study examine empirically the relationship between RQ, relational mechanisms and loyalty in franchise system from a franchisee‘s perceptive in Malaysia. A total of 400 questionnaires were mailed by using random sample to a local-home grown franchisee. The results show that relational norms are positively influence the relationship quality of franchisor-franchisee relationship. In addition, relationship quality also found positively influenced franchisee loyalty to stay in franchise system. Keywords: Relationship quality, franchising, norms, communication and loyalty. JEL Classifications: D83, J53 http://mail.econjournals.com/index.php/irmm/article/view/2451 |
| spellingShingle | Khairol Anuar Ishak The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty International Review of Management and Marketing |
| title | The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty |
| title_full | The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty |
| title_fullStr | The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty |
| title_full_unstemmed | The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty |
| title_short | The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty |
| title_sort | impacts of relational norms and relationship quality in to franchisee s loyalty |
| url | http://mail.econjournals.com/index.php/irmm/article/view/2451 |
| work_keys_str_mv | AT khairolanuarishak theimpactsofrelationalnormsandrelationshipqualityintofranchiseesloyalty AT khairolanuarishak impactsofrelationalnormsandrelationshipqualityintofranchiseesloyalty |