The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty

Volume: 6 Number: 4 June 1, 2016
  • Khairol Anuar Ishak
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International Review of Management and Marketing
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The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty

Abstract

The organizations have shifted from transactional to relational approach in maintaining their relationship in inter-organization partnerships and collaborations. The concept of relationship quality (RQ) evolved from relational marketing theory, and provided the impetus for a paradigm shift from transactional relationships to be more cooperative and service-centred relationships in business-to-business (B2B) processes. RQ has been considered as a key component in most relationship marketing such as buyer-seller, exporter-importer and franchisor-franchisee. This study examine empirically the relationship between RQ, relational mechanisms and loyalty in franchise system from a franchisee‘s perceptive in Malaysia. A total of 400 questionnaires were mailed by using random sample to a local-home grown franchisee. The results show that relational norms are positively influence the relationship quality of franchisor-franchisee relationship. In addition, relationship quality also found positively influenced franchisee loyalty to stay in franchise system.

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Primary Language

English

Subjects

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Journal Section

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Authors

Khairol Anuar Ishak This is me

Publication Date

June 1, 2016

Submission Date

June 1, 2016

Acceptance Date

-

Published in Issue

Year 2016 Volume: 6 Number: 4

IZ

https://izlik.org/JA37FJ83LG

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RIS / Bibtex
APA
Ishak, K. A. (2016). The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty. International Review of Management and Marketing, 6(4), 6-11. https://izlik.org/JA37FJ83LG
AMA
1.Ishak KA. The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty. IRMM. 2016;6(4):6-11. https://izlik.org/JA37FJ83LG
Chicago
Ishak, Khairol Anuar. 2016. “The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty”. International Review of Management and Marketing 6 (4): 6-11. https://izlik.org/JA37FJ83LG.
EndNote
Ishak KA (June 1, 2016) The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty. International Review of Management and Marketing 6 4 6–11.
IEEE
[1]K. A. Ishak, “The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty”, IRMM, vol. 6, no. 4, pp. 6–11, June 2016, [Online]. Available: https://izlik.org/JA37FJ83LG
ISNAD
Ishak, Khairol Anuar. “The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty”. International Review of Management and Marketing 6/4 (June 1, 2016): 6-11. https://izlik.org/JA37FJ83LG.
JAMA
1.Ishak KA. The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty. IRMM. 2016;6:6–11.
MLA
Ishak, Khairol Anuar. “The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty”. International Review of Management and Marketing, vol. 6, no. 4, June 2016, pp. 6-11, https://izlik.org/JA37FJ83LG.
Vancouver
1.Khairol Anuar Ishak. The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty. IRMM [Internet]. 2016 Jun. 1;6(4):6-11. Available from: https://izlik.org/JA37FJ83LG