Koo, Dong-Woo; Lee, Sae-Mi - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 11, pp. 3007-3024
franchisee’s social and economic satisfaction, building trust in franchisors and fostering long-term orientation among … satisfaction directly affect trust, and only economic satisfaction directly influences long-term orientation. Finally, trust in the … franchisor positively affects long-term orientation. Originality/value We offer fresh insights into the strategic management of …