The franchising relationship quality: Is it important?

• Main Authors: Ishak, Khairol Anuar, Jantan, Muhamad
• Format: Conference or Workshop Item
• Language: English
• Published: 2010
• Subjects: H Social Sciences (General)
• Online Access: http://repo.uum.edu.my/7718/1/Khairol_Annuar_Conference_Paper_Prof_MJ-V05.pdf; http://repo.uum.edu.my/7718/; http://www.iium.edu.my/iC-MAR2010/index.php?option=14

The concept of relationship quality (RQ) evolved from relational marketing theory, and it provided the impetus for a paradigm shift from transactional relationships to more cooperative and service-centered relationships in business-to-business (B2B) processes. While RQ is a major trend in business...