What to expect after the honeymoon: evolutionary psychology of part-time franchising

Thaichon, Park; Weaven, Scott; Quach, Sara; Baker, Brent L.; Frazer, Lorelle

doi:10.1080/0965254x.2019.1570315

Cited by 9 publications

(4 citation statements)

References 94 publications

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“…and has closed its operation in some emerging markets recently (e.g., Singapore). Therefore, further research is warranted on how ridesharing franchises can build a long term and sustainable business model (e.g., Thaichon et al, 2019;Facca, 2013;Bordonaba-Juste and Polo-Redondo, 2008).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

Consumer attitude and intention toward ridesharing

Cheah

Shimul

Liang

et al. 2020

Journal of Strategic Marketing

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This paper aims to provide insights on collaborative consumption (e.g., accommodation rental and ridesharing services), that is, the peer-to-peer (P2P) exchange of goods and services facilitated by online platforms. The aim of this study is to examine the factors affecting consumer's intention to participate in the sharing economy in particular toward ridesharing services. Data were collected from UberX users in Australia (n=278) and New Zealand (n=295) using online survey and analysed through Structural Equation Modelling in AMOS 25. The research model is tested and compared across three studies. The results show that perceived usefulness and word-of-mouth significantly influence the consumers' attitude toward ridesharing. The results across two samples show that the positive relationship between perceived usefulness as well as word of mouth and attitude toward service innovation is moderated by the consumers' attitude toward the advertising. In addition, currently the ridesharing application ridesharing requires more effort from the users, especially those who have a lower self-efficacy or are risk adverse towards using this type of service innovation. This paper suggests ridesharing services utilise the power of the word of mouth and peer recommendations in the brand's promotional strategies. Practitioners may also improve the consumers' perceived ease of use of the services. Furthermore, personalised e-guides and instructions can form part of the service user interface which would help curb the negative perception around app usage and complexity, and thus increase consumer confidence.

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Section: Limitations and Future Researchmentioning

confidence: 99%

Consumer attitude and intention toward ridesharing

Cheah

Shimul

Liang

et al. 2020

Journal of Strategic Marketing

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“…However, this study proposes that there is a need to tailor EE approaches to different types of entrepreneurs to increase program efficiency. Franchising falls under the umbrella of entrepreneurship as it is considered to represent an entrepreneurial partnership or cooperative arrangement between two types of entrepreneurs, namely, franchisors and franchisees (Gonzalez-Diaz and Solis-Rodriguez, 2012; Thaichon et al , 2019). Notwithstanding, franchisees do not represent fully independent entrepreneurs, but lie somewhere between being employees and independent contractors (Buchan, 2010; Lee et al , 2015; Ketchen et al , 2011; Kim and Stepchenkova, 2018).…”

Section: Background To the Franchising And Entrepreneurship Education Interventionmentioning

confidence: 99%

A model of entrepreneurship education in franchising – application of outside-in marketing with a behavioural focus

Quach

Weaven

Thaichon

et al. 2020

JBIM

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Purpose Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship education (EE) intervention with cognitive, affective and ultimately behavioural objectives. Design/methodology/approach A specific and uniform EE program specifically targeted to current “would be” entrepreneurs who were investigating the franchising business model was developed, focusing on the behavioural outcomes. The effectiveness of the EE intervention was evaluated using a quasi-experimental research design, which involved franchisees who had not participated in the EE intervention (control group) and franchisees who had participated in the EE intervention (experimental group). The administration of the national on-line survey yielded a total of 520 responses (194 in the experimental group and 326 in the control group). Findings The planning process in the pre-intervention stage included situation analysis, objective setting and decisions in relation to the communication strategy, i.e. content and mode. The effectiveness of the EE intervention was evaluated in the post-intervention stage. The findings indicate that EE intervention resulted in participants’ positive cognitive, affective and behavioural outcomes such as performance and relationship management. Finally, following a reflection process, additional elements covering topics related to work-life balance were incorporated into the module pertaining to an individual’s suitability to become a franchisee. Originality/value This paper proposes a conceptual framework that represents an outside-in EE approach whereby problems, audiences, objectives and communication strategies (content and method) are strategically intertwined to produce relevant, measurable and diagnostic behavioural outcomes. The EE intervention can also improve the B2B relationship between actors in a business network.

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“…Conversely, several recent studies in franchising have focused on consumer behaviour (Weaven et al, 2018) as well as a range of related issues concerning franchising relationships. This includes expectations after opening a part-time franchising business (Thaichon et al, 2019), women in franchisees (Thaichon et al, 2018), self-employment in franchising (Weaven et al, 2019), the effect of learning and development on business performance (Timms et al, 2019), and work-life balance in small businesses (Young et al, 2019). Yet, there remains limited research examining the relational context of ecommerce within the franchising sector.…”

Section: Overviewmentioning

confidence: 99%

Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector

Kremez

Frazer

Quach

et al. 2020

Journal of Strategic Marketing

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This research aims to investigate how ecommerce influences elements of the franchising sector that have adopted an ecommerce strategy. A multiple case-study approach was selected to gain a comprehensive understanding of franchise organisations following implementation in their traditional service or retail businesses. The findings covered, but were not limited to, (a) franchise relationships, (b) franchisor leadership, (c) communication at the franchise network level, (d) collaboration with franchisees, and (e) training and support. The paper offers meaningful outcomes including (a) a framework for franchisee communication and participation, and (b) a model for franchisee acceptance and readiness for change, as well as effective communication in the franchise network. Finally, from the interviews conducted with franchise practitioners, certain practical recommendations have been made that will serve the franchise sector.

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What to expect after the honeymoon: evolutionary psychology of part-time franchising

Cited by 9 publications

References 94 publications

Consumer attitude and intention toward ridesharing

Consumer attitude and intention toward ridesharing

A model of entrepreneurship education in franchising – application of outside-in marketing with a behavioural focus

Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector

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