The impact of omnichannel strategies on franchisee-franchisor relationship quality

Nabil Ghantous (), Fabienne Chameroy (), Damien Chaney (), Sophie Jeanpert () and Maryline Schultz ()
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Nabil Ghantous: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Fabienne Chameroy: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Damien Chaney: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Sophie Jeanpert: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Maryline Schultz: 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]

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Abstract: While omnichannel strategies have become increasingly ubiquitous in franchising, there is a dearth of academic research on how franchisees perceive omnichannel retailing and how the latter impacts the franchise relationship. Yet, the rise of omnichannel strategies could modify the relationship between the franchisor and the franchisees in different ways. For instance, the diversity of channels could reduce the ability of franchisors to monitor their franchisees and could empower the latter (Lee et al., 2019). Some channels, mainly the brand's website, could introduce new forms of intra-brand competition between the franchisor and franchisees' units (Bridges, 2017; Cliquet and Voropanova, 2016). The present research seeks to address this gap in knowledge by focusing on the following research question: what impact does the implementation of an omnichannel strategy in franchised networks have on the franchisee-franchisor relationship quality?

Keywords: Franchising strategy; omnichannel strategy (search for similar items in EconPapers)
Date: 2023-05-17
Note: View the original document on HAL open archive server: https://hal.science/hal-04432922v1
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Published in Academy of Marketing Science annual Conference, Academy of Marketing Science, May 2023, NEW ORLEANS, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04432922

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