Role of functional company characteristics on food franchisee behavior
EP Hong, J Ahn - Journal of Business-to-Business Marketing, 2023 - Taylor & Francis
EP Hong, J Ahn
Journal of Business-to-Business Marketing, 2023•Taylor & FrancisPurpose Due to increasing competition, creating and enhancing franchisee patronage
behaviors are critical elements in the food franchise industry. Franchise brand-related
characteristics are known to influence franchisees' evaluations. Thus, this paper examines
the antecedents of franchisees' perceived value, which leads to positive behaviors in the
food franchise sector. Design/methodology/approach A research model is proposed to
describe relationships among different types of functional company characteristics (ie …
behaviors are critical elements in the food franchise industry. Franchise brand-related
characteristics are known to influence franchisees' evaluations. Thus, this paper examines
the antecedents of franchisees' perceived value, which leads to positive behaviors in the
food franchise sector. Design/methodology/approach A research model is proposed to
describe relationships among different types of functional company characteristics (ie …
Purpose
Due to increasing competition, creating and enhancing franchisee patronage behaviors are critical elements in the food franchise industry. Franchise brand-related characteristics are known to influence franchisees’ evaluations. Thus, this paper examines the antecedents of franchisees’ perceived value, which leads to positive behaviors in the food franchise sector.
Design/methodology/approach
A research model is proposed to describe relationships among different types of functional company characteristics (i.e. quality, innovation, and price) on perceived value and behavioral intentions, and impact of operational involvement in the context of franchisees. A quantitative approach was leveraged to collect 266 usable online questionnaires, together with SmartPLS to analyze the measurement model and proposed hypotheses.
Findings
Results show that perceived quality on the part of franchisees is the most significant determinant of perceived value, followed by perceived innovation and price. Also, the impact of perceived value on franchisees’ intentions – including continuous and word-of-mouth intentions – is supported. Last, the role of operational involvement (i.e. duration and number of food franchise operations) in perceived value is examined.
Originality/value
To add to the limited research in the behaviors of franchisees, this study provides useful insights to achieve sustainable growth in the franchise brand context.
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