(Re)Considérer l’humain dans la gestion des données clients

Implementing a culture of data in franchise systems : the ingredients for success

The purpose of our research is to improve the understanding of the factors that explain the development of exchange relationships and facilitate the customer data management in franchise Systems. To this end, a literature review was conducted in the field of relationship marketing, and particulary, in relation to Bagozzi's theory of exchange (1974; 1975). Through its lexical and thematic analyses, the qualitative study highlights the principle of reciprocity in exchange in franchisor-franchisee-customer relationships with regard to customer data management. Reciprocity seems to be at the core of exchanges between the franchisor, franchisees and their customers.

Franchise et RSE : impact social et environnemental de la franchise

Franchisor-franchisee relationship and customer data management in the Data Era

International audience; Managing customer data in franchise networks is a delicate, complicated and little studied issue. In order to better understand its challenges and the keys to success, this research work offers a study in three stages following the process of grounded theory (Glaser and Strauss, 1967). Thus, a qualitative study was carried out with around thirty franchisors, franchisees and franchise experts. It helped to explore the world of customer data management in franchise networks and to identify its strengths and weaknesses in the context of GDPR (General Data Protection Regulations). The results of the qualitative study helped to clarify our theoretical framework and to pos…