Relationship Marketing in Franchising and Retailing

ISBN-13: 9781032427980 / Angielski / Twarda / 2023 / 126 str.

Opis

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 chapters in this book were originally published as a special issue of Journal of Strategic Marketing.

Spis treści

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