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首页> 外文期刊>African Journal of Business Management >Franchisee perceived relationship value and loyalty in a franchising context: assessing the mediating role of franchisee satisfaction and the moderating role of franchisee characteristics
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Franchisee perceived relationship value and loyalty in a franchising context: assessing the mediating role of franchisee satisfaction and the moderating role of franchisee characteristics

机译：特许经营者在特许经营环境中感知的关系价值和忠诚度：评估特许经营者满意度的中介作用和特许经营者特征的调节作用

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摘要

This article examined franchisee satisfaction as mediator and franchisee characteristics as moderators of the relationship between franchisee perceived relationship value and loyalty. Using the data from 218 franchisees in 5 Chinese convenience store franchise companies, the findings revealed a partially mediating role for franchisee satisfaction in the relationship between perceived relationship value and loyalty. Furthermore, results showed that the relationship was stronger for franchisees with older and higher education, but it was weaker for those franchisees with shorter relationship length.
机译：本文考察了加盟者的满意度作为中介者，而加盟者的特征则考察了加盟者感知到的关系价值和忠诚度之间的关系。利用来自5家中国便利店特许经营公司的218家加盟商的数据，研究结果揭示了加盟商满意度在感知的关系价值和忠诚度之间的关系中的部分中介作用。此外，结果表明，受过较高和更高学历的特许经营者之间的关系更强，而对于关系较短的特许经营者而言，关系更弱。

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