Relational bonding strategies in the franchise industry: the moderating role of duration of the relationship. Issue 7 (3rd August 2015)

• Record Type: Journal Article
• Authors: Lee, Yong-ki; Kim, Sally; Kim, Min-Seong; Lee, Jae-Han; Lim, Ki-Taek
• Is Part Of: Journal of business & industrial marketing. Volume 30:Issue 7(2015)
• Page Start: 830
• Page End: 841
• Publication Date: 2015-08-03
• Subjects: Industrial marketing -- Periodicals; 658.804
• DOI: 10.1108/JBIM-10-2013-0237
• Languages: English
• ISSNs: 0885-8624

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – 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 least squares. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – The result shows that social and structural bonds have a significant impact on franchisees' perceptions of benefits. There are some significant interactions between different types of relational bonds and the duration of the relationship. Perceptions of benefits are found to influence satisfaction, intentions to recommend, intentions to renew the contract and long-term orientation. </p> </sec> <sec> <title content-type="abstract-heading">Practical implications</title> <p> – The study suggests that franchisors may want to focus on developing and strengthening social bonds, and also customize their relational approaches based on the duration of the relationship with the franchisees. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – This research illustrates the impact of three types of relational bonding strategies on franchisees' perceptions of the benefits and also examines the significant moderating role of the duration of the relationship.</p> </sec> </abstract>