Exploring the link between goal congruence and satisfaction in the franchising channel
نویسنده
چکیده
This paper provides some preliminary research into the interdependent nature of the franchising relationship. The complementary roles that franchisors and franchisees play in the relationship are drawn from existing theory and extended to incorporate desired competencies and qualities of each channel member. A link between these roles and satisfaction with the franchising relationship is proposed. A series of preliminary interviews with franchisors and high, medium and low performing franchisees is conducted to refine aspects of the model prior to undertaking further case studies.
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