Implementing a culture of data in franchise systems: the ingredients for success

Mise en place d'une culture data dans les réseaux de franchise: les ingrédients du succès

Hanene Oueslati (), Martine Deparis () and Saloua Bennaghmouch ()
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Hanene Oueslati: Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar, CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Martine Deparis: EBS Paris - European Business School Paris
Saloua Bennaghmouch: Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar

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Abstract: The purpose of our research is to improve the understanding of the factors that explain the development of exchange relationships and facilitate the customer data management in franchise Systems. To this end, a literature review was conducted in the field of relationship marketing, and particulary, in relation to Bagozzi's theory of exchange (1974; 1975). Through its lexical and thematic analyses, the qualitative study highlights the principle of reciprocity in exchange in franchisor-franchisee-customer relationships with regard to customer data management. Reciprocity seems to be at the core of exchanges between the franchisor, franchisees and their customers.

Keywords: Customer data management; Relationship marketing; Reciprocity; Franchise systems; Gestion des données clients; Marketing relationnel; Réciprocité; Réseaux de franchise (search for similar items in EconPapers)
Date: 2020-05-05
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Published in 36ème congrès international de l’Association Française du Marketing, Association française du marketing, May 2020, Biarritz, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03033079

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