期刊名称：International Business & Economics Research Journal
印刷版ISSN：1535-0754
电子版ISSN：2157-9393
出版年度：2011
卷号：3
期号：6
语种：English
出版社：The Clute Institute for Academic Research
摘要：The purpose of this article is to determine the factors for relational marketing strategy success in channel relationships. The empirical analysis was carried out in the Spanish franchised system, considering both franchisors and franchisees perspectives in order to obtain a dyadic analysis of the relationship. Results showed, after applying a structural equations model, that cooperation, information exchange, trust and commitment are important variables for successful long-term relationships between franchisor and franchisees.
