Franchisee perceived relationship value and loyalty in a franchising context: assessing the mediating role of franchisee satisfaction and the moderating role of franchisee characteristics

Abstract

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. Key words: Relationship value, loyalty, mediator, moderators, franchising, China.