RELATIONSHIP MARKETING BETWEEN FRANCHISER AND FRANCHISEE: TWO PROPOSED MODELS

Authors

  • Valter Afonso Vieira Universidade Federal do Rio Grande do Sul - UFRGS
  • Luiz Antonio Slongo Universidade Federal do Rio Grande do Sul - UFRGS

DOI:

https://doi.org/10.14210/alcance.v13n3.p311-328

Abstract

In recent decades, relations between producers and retailers in the distribution channel have become an important issue in market research. However, studying the precursors which explain franchisee satisfaction remains a topic which requires further study. Based on this context, and seeking to fill this gap, this article (1) presents research proposals which, theoretically, help to explain franchisee satisfaction, (2) presents conceptual definitions of the constructs involved in the context of satisfaction, and (3) discusses the methods used by other authors to measure these constructs, giving a list for further studies on the subject. The main conclusion drawn is that "how" to measure satisfaction remains an unresolved dilemma, despite the fact that the subject per se is a mature one. Above all, it needs to become clear whether or not the dimensions of satisfaction proposed here exist. As a result, it still remains obscure whether these dimensions of satisfaction in distribution channels represent the satisfaction construct in distribution channels.

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Published

2008-08-01

Issue

Vol. 13 No. 3(Set-Dez) (2006)

Section

Article

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