Special issue relationship marketing in franchising and retailing

摘要

Franchising has been considered as an appealing means of expanding a business, and certainly offers many benefits to small businesses. Research in franchising and retailing are becoming more advanced in 1990 and 2000 (Rosado-Serrano, Dikova, & Paul, 2018). However, there has been limited research by leading journal outlets around relationship marketing in franchising since the special issue by Journal of Retailing in 2011 and by Journal of Business Venturing in 1999.