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Training as an internal marketing tool within the franchise system

Carmen Domínguez-Falcón (Instituto Universitario de Ciencias y Tecnologías Cibernéticas, Universidad de Las Palmas de Gran Canaria , Las Palmas de Gran Canaria, Spain)
Margarita Fernández-Monroy (Instituto Universitario de Ciencias y Tecnologías Cibernéticas, Universidad de Las Palmas de Gran Canaria , Las Palmas de Gran Canaria, Spain)
Inmaculada Galván-Sánchez (Instituto Universitario de Ciencias y Tecnologías Cibernéticas, Universidad de Las Palmas de Gran Canaria , Las Palmas de Gran Canaria, Spain)
José Luis Ballesteros-Rodríguez (Instituto para el Desarrollo Tecnológico y la Innovación en Comunicaciones (IDeTIC), Universidad de Las Palmas de Gran Canaria , Las Palmas de Gran Canaria, Spain)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 19 February 2021

Issue publication date: 20 April 2021

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Abstract

Purpose

The purpose of this paper is to analyse the important role of training (specifically, training relevance and training transfer) in enhancing franchisor-franchisee relationship satisfaction, and its influence upon customer performance (e.g., customer satisfaction, quality service), all driven by an internal marketing (IM) culture.

Design/methodology/approach

An empirical study consisting of a questionnaire was conducted on a final sample of 157 individuals who are members of the franchise system. Structural equation modelling (SEM) was used to test the research hypotheses.

Findings

The results reveal that IM culture has a direct influence on training relevance; likewise, training relevance provides a positive and significant effect on training transfer, which does directly affect franchisor-franchisee relationship satisfaction and at least also impacts indirectly on customer performance.

Practical implications

In order to ensure the success of the franchise system and customer satisfaction, all franchise parties should take a proactive role in the configuration of the training programmes. This proactive role should be conformed based on an IM culture developed properly by the franchise to strengthen a successful long-term relationship.

Originality/value

This paper provides an innovative approach to strengthen the franchisor-franchisee relationship through training based on the IM culture. This exploratory study integrates different theoretical frameworks that, to our knowledge, have not been linked, such as IM culture and franchise literature, considering the franchisee as an internal customer who has an influence on external customer satisfaction, with training and training transfer as essential key factors.

Keywords

Acknowledgements

The authors are grateful to the two anonymous referees for the critical reading of the manuscript and their valuable comments which have contributed substantially to improve the research paper.The authors disclosed receipt of the following financial support for the research, authorship and/or publication of this article. This work was supported by the Programa de Ayudas a la Investigación de la ULPGC. Convocatoria 2018 [ULPGC2018-06].

Citation

Domínguez-Falcón, C., Fernández-Monroy, M., Galván-Sánchez, I. and Ballesteros-Rodríguez, J.L. (2021), "Training as an internal marketing tool within the franchise system", Journal of Service Theory and Practice, Vol. 31 No. 3, pp. 396-422. https://doi.org/10.1108/JSTP-07-2020-0173

Publisher

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Emerald Publishing Limited

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