Investigating relationships between relationship quality, customer loyalty and cooperation

Abstract

Purpose -Franchised convenience stores successfully operate throughout Taiwan, but the convenience store market is approaching saturation point. This study attempts to empirically examine some important elements (e.g. relationship quality, loyalty, and cooperation) that might promote a successful long-term franchising relationship between franchisors and franchisees of convenience stores in Taiwan. Design/methodology/approach -A total of 500 surveys were mailed to a random sample of convenience stores' franchisees among the four main franchisors in Taiwan. This research first used correlation analysis to explore the associations between the constructs and then used a regression analysis to further explore patterns of associations. Findings -The results show that relationship quality is positively correlated with the cooperation between franchisors and franchisees, as well as with franchisee loyalty. Additionally, the cooperative behavior between franchisees and franchisors is significantly correlated with franchisees' loyalty.Research limitations/implications -Data were only collected through four key convenience stores' franchise chain systems in Taiwan. To develop a more global perspective, further replications of this study are necessary to examine the stability of our results in other contexts. Practical implications -This research has highlighted that small business owners operating in a franchise system should pay attention to the importance of relationship quality, loyalty, and cooperation in stabilizing franchising relationships and enhancing competitive advantage. Originality/value -The majority of studies on franchising relationships are conducted in a Western context. To date, there are no studies that explore the interaction between relationship quality, loyalty, and cooperation in a franchising relationship in an Eastern context.

Establishing Patient Loyalty by Investigating Its Relationship with Relationship Quality, Alternative Attractiveness, and Patient Gratitude in Hospitals

“…While there are different conceptualizations of relationship quality, it consists mainly of the three aspects of satisfaction, trust and commitment [9]- [11]. Studies on healthcare services have suggested that satisfaction, trust, and commitment are important factors that influence patient loyalty [4], [5].…”

Do Franchisor and Franchisee Really Perceive Alike? Evidence from Indian Education Sector

“…Superior relationship quality between franchisees and franchisor will lead to long-term business relationships. McDonnell et al (2011) state that to enhance relationship, franchisees and franchisor need to work together as a team with commitment. Thus, we hypothesize that 'there is no significant difference between commitment perceived by franchisee and franchisor in Indian education sector'.…”

“…Around 22.5 per cent were professional degree holders (n = 45), and one franchisee was a doctorate degree holder and one franchisor had qualification up to senior secondary level. (Dant et al, 2013;Dickey et al, 2008;Eser, 2012;Govender, 2007;McDonnell et al, 2011) 15 0.960 Commitment (Dant et al, 2013;McDonnell et al, 2011;Mowday, Steers, & Porter, 1979) 8 0.926 Satisfaction (Abdullah, Rashidee Alwi, Lee, & Boo Ho, 2008;Dant et al, 2013;Eser, 2012;Hing, 1996;McDonnell et al, 2011) 20 0.960…”

“…Franchisee Loyalty (Beerli, Martin, & Quintana, 2004;Govender, 2007;Leverin & Liljander, 2006;McDonnell et al, 2011;Wang & Wu, 2012) 12 0.933 Cooperation Cooperation (Ding, Dekker, & Groot, 2010;Eser, 2012;Govender, 2007;McDonnell et al, 2011) 15 0.933…”

What Role Does Patient Gratitude Play in the Relationship Between Relationship Quality and Patient Loyalty?

“…Various studies on relationship marketing have demonstrated that relationship quality is based on a long-term relationship between customers and providers, and this high-quality relationship is an integral concept that combines satisfaction, trust, and commitment. 5,6 Satisfaction is an emotional evaluation of the quality and trading relationship, as perceived by customers. 7,8 Positive customer satisfaction tends to maintain the current trading relationship and to enhance the intentions of repurchase.…”