The Impacts of Relational Norms and Relationship Quality in to Franchisee's Loyalty


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Authors

  • Khairol Anuar Ishak

Abstract

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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Published

2016-05-27

How to Cite

Ishak, K. A. (2016). The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty. International Review of Management and Marketing, 6(4S), 6–11. Retrieved from https://econjournals.com/index.php/irmm/article/view/2451