Kelli Lee Bodey

Segmenting service “complainers” and “non‐complainers” on the basis of consumer characteristics

Purpose – This study examines service “complainers” and “non‐complainers” on the basis of four personality characteristics (perceived control, Machiavellianism, self‐efficacy, self‐monitoring) and attitude toward complaining.Design/methodology/approach – This study employed a quantitative methodology. Data were gathered via self‐report survey to a sample of 200 university students.Findings – The results indicate that attitude toward complaining, perceived control and self‐monitoring were significant discriminating variables between “complainers” and “non‐complainers”. Other variables tested such as self‐efficacy and Machiavellianism were not significant.Research limitations/implications – The use of a student sample limits the findings beyond this group, however, student samples do tend to be representative of the general buying public. Therefore, it is suggested that the variables studied here should be further examined using a more diverse consumer sample. In addition, the relationship between attitude ...

Knowledge sharing in online brand communities

Purpose – The purpose of this paper was to explore the role knowledge sharing plays in both firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on Facebook. Branding through online mediums is an under-researched area that is slowly gaining attention in the literature. In some ways, action has come first as theory struggles to catch up with technological advances. Given that social sharing behaviours (i.e. online social networking) are arguably driving the strategic direction of marketers, it is important to understand the discourse that is being communicated. One such avenue is through participation in an OBC. While it is apparent that research is growing in the OBC area, there are still areas of interest that have gained little attention. Design/methodology/approach – Data were collected using netnography, an appropriate yet under-applied methodological technique used to investigate the consumer behaviour of cultures and communities present on the Internet. Specifically, Facebook ...

Contrasting the Four Franchising Imperatives Across Hybridized Governance Models: A Preliminary Investigation

Although multiple-unit franchising is a popular and pervasive retailing strategy throughout the world, there is a paucity of prior research examining the factors influencing the achievement of the four franchising imperatives (i.e., unit growth, uniformity, local responsiveness, and system-wide adaptation) within the context of these hybridized arrangements. Exploratory interviews were conducted (16 franchisees), and results suggest master franchising realizes the strategic imperatives of unit growth, system uniformity, system-wide adaptation, and (partially) local responsiveness. Master franchising and area development arrangements enabled system uniformity, whereas incremental and area representative arrangements promoted system-wide adaptation. Implications for practitioners and future academic researchers are presented.

Multiple-unit franchising and performance outcomes

The economic and social contribution of franchising is widely reported. Although, most studies have examined franchising from the single-unit typology, multiple-unit franchising is found to be a popular and pervasive retailing strategy throughout the world. Despite this, there is a paucity of prior research examining the factors influencing the achievement of the four franchising imperatives. This represents an important gap in the organizational choice literature. Therefore, this study empirically examines the impact of the four franchising imperatives (i.e. unit growth, system uniformity, local responsiveness and system wide adaptation) (Bradach 1995) upon franchise system operational performance across the four key governance structures (i.e. master franchising, area development franchising, area representative franchising and incremental franchising). Based on a sample of 347 Australian franchisors, the findings indicate that there are significant differences in the way in which three of the four imperatives (i.e. unit growth, system uniformity and system-wide adaptation) impact on performance across different governance structures. Practical and managerial implications and future research direction are discussed.

Female franchisees; a lost opportunity for franchising sector growth?

Abstract The purpose of this study is to investigate why female franchisees are under-represented in franchise ownership. A qualitative approach was adopted using a collective, instrumental case study of 30 female franchisees. A number of different types of influences were identified in the literature and then elucidated and assessed. It was found that push and pull factors, work–family life balance, franchising sector characteristics and external influences act as variable incentives and disincentives among female franchisees’ selection of the franchise business model with different levels of risk-taking propensity. The marketing efforts of franchises would be more effective if the way in which the identified influences that impinge on the selection of the franchise business model informed the prospecting of potential female franchisees. A further need is identified for franchises to adjust their recruitment programmes to reflect the variable effect of incentives and disincentives at different levels of capital investment. Limited research specifically examines the selection of the franchise business model by female franchisees with various levels of risk-taking propensity and identifies the nature of influences that act as incentives and/or disincentives on that selection decision.

Localization and Customer Retention for Franchise Service Systems

ABSTRACT This is one of the first studies to explore customer retention in reference to the franchisee–customer relationship. A subsequent objective was to examine localization and standardization from a franchise unit and system-level perspective. Data was collected using a self-administered survey based on customers of pet grooming services in Australia. Findings suggest that the addition of a customer retention perspective reveals a greater depth to the franchisee–customer relationship. Importantly, this implies that there are additional factors likely to influence franchisee–customer retention within franchise outlets. We suggest that individual franchise units, in cooperation with local customers, should co-create local marketing initiatives.