Long-Term Relationships In Franchised Distribution Systems: Analysis Of Mutual Trust And Commitment

Abstract

The purpose of this article is to determine the factors for relational marketing strategy success in channel relationships. The empirical analysis was carried out in the Spanish franchised system, considering both franchisors and franchisees perspectives in order to obtain a dyadic analysis of the relationship. Results showed, after applying a structural equations model, that cooperation, information exchange, trust and commitment are important variables for successful long-term relationships between franchisor and franchisees.