Localization and Customer Retention for Franchise Service Systems

  title={Localization and Customer Retention for Franchise Service Systems},
  author={Kelli Lee Bodey and Wei Diane Shao and Mitchell Ross},
  journal={Services Marketing Quarterly},
  pages={100 - 114}
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… 
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