L'engagement des franchisés en temps de crise : le rôle de l'équité et du capital marque
Mots-clés :
franchise, satisfaction, engagement, capital marque, équité, temps de criseRésumé
La pandémie de COVID-19 a rendu nécessaire la reconstruction des relations commerciales internationales. Pour atteindre cet objectif, l'engagement des partenaires commerciaux internationaux en temps de crise est crucial. L'objectif de cet article est d'étudier les effets modérateurs du capital marque internationale et de l'équité procédurale sur les relations entre les dimensions de la satisfaction des franchisés et leur engagement relationnel. Une enquête a été réalisée auprès de 243 franchisés dans le réseau international de transfert d'argent en Côte d'Ivoire, un pays d'Afrique de l'Ouest. Le modèle conceptuel a été estimé à l'aide de la méthode des moindres carrés partiels et de la modélisation des équations structurelles (PLS-SEM). Dans l'ensemble, cet article révèle que seule la satisfaction sociale a une influence positive sur l'engagement relationnel des franchisés et que le capital marque renforce la relation entre les dimensions de la satisfaction des franchisés et leur engagement relationnel. Cependant, l'équité procédurale n'améliore que la relation entre la satisfaction sociale des franchisés et leur engagement. Par conséquent, les franchiseurs doivent faire davantage pour promouvoir une relation forte entre les franchisés et la marque de franchise qui représente un investissement spécifique. Des procédures équitables des franchiseurs pourraient permettre de conserver les meilleurs franchisés en temps de crise.
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