The franchisor–franchisee relationship and customer data management in the digital era

Abstract

PurposeThe digitalization of an organization implies centralizing the data collected. Nevertheless, the management of customer data in franchise networks is a delicate, complicated and little studied issue. The purpose of this paper is to investigate its challenges and the keys to success, by developing a conceptual framework resulting from a qualitative study and a literature review.Design/methodology/approachA qualitative study was carried out with around 30 franchisors, franchisees and franchise experts in the light of the General Data Protection Regulation (GDPR). The results of the qualitative study helped to clarify our theoretical framework and to position ourselves on the side of the founding theories of relationship marketing. A research model was then defined and tested using a quantitative survey administered to a total sample of 192 franchisors and franchisees.FindingsThe results of the various studies show that relationship quality, through inter-organizational commitment, explains the achievement of marketing performance in franchise networks. In addition, the place of relationship quality depends on four essential variables: inter-organizational communication, franchisee autonomy, technical and human resources and contractualization of customer data management.Originality/valueThis study focuses on a topic that has received very little attention, particularly in franchise networks. It uses a mixed-methods design that has enabled the identification of key variables contributing to the achievement of marketing and sales performance in a data management context.

Franchise internationalization: a bibliometric analysis with a focus on marketing, digital transformation, and sustainable development

“…Primero, se afirma que la digitalización de las franquicias establece las bases para fomentar nuevas oportunidades, competencias y valores, lo que genera ventajas competitivas [11]. En ese sentido, se deduce que través de un patrón consistente la transformación digital impulsa a las pymes a buscar una mayor eficacia en las actividades existentes para generar valor, esto seguido de la unión de fuentes de nuevo valor que son relacionadas con la eficiencia a partir de las actividades expuestas [18] También, es relevante la comunicación dentro de la red de franquicias a través de foros de discusión y constantes reuniones en temas de la gestión de datos de clientes con la finalidad de difundir las buenas prácticas que se han implementado a nivel local [29]. Esto se relaciona con la internacionalización de franquicias, ya que ayuda al franquiciador en el proceso de aprendizaje de las experiencias locales y a brindar soluciones y asistencia personalizada en caso sea necesario.…”