Hanene Oueslati, Saloua Bennaghmouch-Maire, Martine Deparis and Marie-Catherine Paquier
The aim of this research work is to consider the relevance of corporate social responsibility (CSR)-related social media communication in franchise networks, with a focus on the…
Abstract
Purpose
The aim of this research work is to consider the relevance of corporate social responsibility (CSR)-related social media communication in franchise networks, with a focus on the perceptions and expectations of franchisors and franchisees and franchisors and franchisees' customers.
Design/methodology/approach
Three studies were conducted as part of this research: two qualitative studies with franchisors and franchisees in the first instance (N = 39) and franchisors and franchisees' customers in the second instance (N = 13), as well as an online ethnographic study of customer reactions (N = 871) to different CSR communications from the networks already interviewed.
Findings
The results show that CSR communication remains very important in a context characterised by a growing interest in CSR commitment in companies in general and in franchise networks in particular. However, different conditions of effectiveness of this CSR communication have been identified. The different conditions can avoid CSR's detrimental effects and increase CSR's credibility.
Practical implications
In franchise networks, the task of communicating about CSR is complex. This requires the integration of franchisees, which are very important to CSR's success. CSR communication also requires integrating customers by studying their expectations at this level. This study gives the basic keys to the success of CSR communication in franchise networks, from the point of view of franchisors, franchisees and the customers of franchisors and franchisees.
Originality/value
This study focusses on a topic that has received very little attention, particularly in franchise networks. The various studies conducted allow us to better understand the particularities of CSR communication, particularly in the context of tripartite franchisor–franchisee–customer relations.
Details
Keywords
Hanene Oueslati, Martine Deparis and Saloua Bennaghmouch-Maire
The digitalization of an organization implies centralizing the data collected. Nevertheless, the management of customer data in franchise networks is a delicate, complicated and…
Abstract
Purpose
The digitalization of an organization implies centralizing the data collected. Nevertheless, the management of customer data in franchise networks is a delicate, complicated and little studied issue. The purpose of this paper is to investigate its challenges and the keys to success, by developing a conceptual framework resulting from a qualitative study and a literature review.
Design/methodology/approach
A qualitative study was carried out with around 30 franchisors, franchisees and franchise experts in the light of the General Data Protection Regulation (GDPR). The results of the qualitative study helped to clarify our theoretical framework and to position ourselves on the side of the founding theories of relationship marketing. A research model was then defined and tested using a quantitative survey administered to a total sample of 192 franchisors and franchisees.
Findings
The results of the various studies show that relationship quality, through inter-organizational commitment, explains the achievement of marketing performance in franchise networks. In addition, the place of relationship quality depends on four essential variables: inter-organizational communication, franchisee autonomy, technical and human resources and contractualization of customer data management.
Originality/value
This study focuses on a topic that has received very little attention, particularly in franchise networks. It uses a mixed-methods design that has enabled the identification of key variables contributing to the achievement of marketing and sales performance in a data management context.
Details
Keywords
Enrico Colla, Maria Eugenia Ruiz-Molina, Catherine Chastenet De Gery, Maryline Schultz, Martine Deparis and Laurence Lemmet
The purpose of this paper is to investigate the impact of participative franchising on performance from the franchisee perspective. In particular, the paper analyses the impact of…
Abstract
Purpose
The purpose of this paper is to investigate the impact of participative franchising on performance from the franchisee perspective. In particular, the paper analyses the impact of the franchisee autonomy – in human resource management and marketing decisions – affective commitment to the network and network innovativeness on the franchisee relative performance.
Design/methodology/approach
A survey answered by 226 franchisees in France allowed to estimate a structural equations model through partial least squares regression analysis to test the hypothesised relations between autonomy, affective commitment, innovativeness and performance.
Findings
According to the authors’ findings, franchisee’s autonomy in commercial policies, mediated by to franchisor’s ability to innovate and acknowledge innovations stemming from the franchisees, and the affective commitment to the network, emerge as strong determinants of the franchisee’s performance.
Research limitations/implications
The results confirm the conclusions of other research, but extend and integrate them, providing evidence that the role of participative franchising should not be neglected.
Practical implications
The results obtained provide evidence about the importance of bidirectional communication instruments in the relations between franchisor and franchisee, and participation tools for the identification, recognition and support to the innovative successful practices developed by franchisees to be quickly implemented by other franchisees in the network.
Originality/value
This paper looks at franchisee autonomy, affective commitment and innovativeness as potential determinants of franchisee’s performance, being the latter an underexplored topic.