Establishing a Quality Franchise Relationship in Taiwan

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Franchised convenience stores successfully operate throughout Taiwan, but the convenience store market is approaching saturation point. Creating a cooperative long-term franchising relationship between franchisors and franchisees is essential to maintain the proportion of convenience stores and increase competitive advantage among convenience stores in Taiwan. Understanding relationship management is consequently vital for franchise relationship success. The majority of studies on franchising relationships are conducted in a Western context. To date, there are no studies that explore the interaction between relationship quality, loyalty and cooperation in a franchising relationship in an Eastern context. This book attempts to empirically examine some important elements (e.g. relationship quality, loyalty and cooperation) that might promote a successful long-term franchising relationship between franchisors and franchisees. The analysis has highlighted that small business owners operating in a franchise system should pay attention to the importance of relationship quality, loyalty and cooperation in stabilizing franchising relationships and enhancing competitive advantage.