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| Author: | Bordonaba-Juste, M.V. Polo-Redondo, Y. |
| Title: | Differences between short and long-term relationships: An empirical analysis in franchise systems |
| Journal: | Journal of Strategic Marketing
2008 : SEP, VOL. 16:4, p. 327-354 |
| Index terms: | relationship marketing franchising commitment trust Spain |
| Language: | eng |
| Abstract: | The moderating role of duration on the effects of trust and commitment (hereafter as: t-and-c.) on relational outcomes has been examined in the marketing literature in business-to-consumer (B2C) contexts. This study aims at examining its application to business-to-business (B2B) settings by exploring the moderating role of duration in the effects of t-and-c. on satisfaction and intention to continue a relationship. Examined is a particular aspect of B2B marketing from a dyadic perspective: the franchisor-franchisee relationship. Measures were developed using exploratory and confirmatory factor analyses. Data from a survey of 107 franchisors and 102 franchisees operating in Spain, structural equation modelling was used. The results highlight the moderating effect of duration from the franchisees' perspective. |
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