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The effect of a partnership franchising model on consumer satisfaction for a large German cooperative retail chain before and during the COVID-19 pandemic: Die Auswirkung eines Partnerschafts-Franchising-Modells auf die Verbraucherzufriedenheit einer großen deutschen genossenschaftlichen Einzelhandelskette vor und während der COVID-19-Pandemie

Author

Listed:
  • Bachmann Severin

    (Nuremberg Research Institute for Cooperative Studies, Findelgasse 7-9, 90402 Nürnberg Germany)

  • Reichel Richard

    (FOM University, Essen, and Nuremberg Research Institute for Cooperative Studies, Findelgasse 7-9, 90402 Nürnberg Germany)

  • Wrede Matthias

    (Nuremberg Research Institute for Cooperative Studies, and Friedrich-Alexander University Erlangen-Nürnberg (FAU), School of Business, Economics and Society, PO Box 3931, 90020 Nürnberg, Germany)

Abstract

Using web reviews, we analyze the effect of a partnership franchising model on consumer satisfaction and the differences in these effects before and during the COVID-19 pandemic for one of the largest German retailers. The franchise model of this chain is special in that the franchisor participates financially in a partnership model, and on the other hand, the franchisees enjoy significant entrepreneurial freedom. This study finds that consumers are substantially more satisfied with franchisees than centrally managed stores. Consumer satisfaction declined and the lead of franchisees diminished during the pandemic.

Suggested Citation

  • Bachmann Severin & Reichel Richard & Wrede Matthias, 2023. "The effect of a partnership franchising model on consumer satisfaction for a large German cooperative retail chain before and during the COVID-19 pandemic: Die Auswirkung eines Partnerschafts-Franchis," Zeitschrift für das gesamte Genossenschaftswesen, De Gruyter, vol. 73(2), pages 105-130, June.
    • Handle: RePEc:bpj:zfgewe:v:73:y:2023:i:2:p:105-130:n:3
    DOI: 10.1515/zfgg-2023-0007
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    More about this item

    Keywords

    cooperatives; franchise; consumer satisfaction; retail; COVID-19; pandemic;
    All these keywords.

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • P13 - Political Economy and Comparative Economic Systems - - Capitalist Economies - - - Cooperative Enterprises

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