Grace, Anthony Richard; Frazer, Lorelle; Weaven, Scott K.; … - In: Qualitative Market Research: An International Journal 19 (2016) 1, pp. 65-83
Purpose – The purpose of this research is to identify the critical determinants of a franchisee’s trust in their franchisor. Design/methodology/approach – A qualitative approach was used, and 30 interviews were conducted with franchising participants. The first phase of the research...