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RESEARCH PRODUCT
Implementing a culture of data in franchise systems : the ingredients for success
Hanene OueslatiMartine DeparisSaloua Bennaghmouchsubject
Relationship marketingReciprocityFranchise systemsGestion des données clients[SHS.GESTION]Humanities and Social Sciences/Business administrationCustomer data management[SHS.GESTION] Humanities and Social Sciences/Business administrationRéciprocitéMarketing relationnelRéseaux de franchisedescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2020-05-05 |