Franchisees' adoption of omnichannel marketing

Abstract

The widespread use of digital technologies and changes in consumer behavior have fueled the development of omnichannel marketing, which has become a widely adopted market standard. However, adopting such strategies within franchise networks remains challenging, as it requires both franchisors and franchisees to embrace omnichannel marketing. Drawing on the Theory of Planned Behavior, this paper investigates the factors driving franchisees' adoption of omnichannel marketing. In-depth interviews with 23 franchisees and 20 franchisor executives and managers reveal that franchisee adoption is determined by a complex interplay of attitudes toward omnichannel marketing, subjective norms, and perceived behavioral control. The findings also emphasize several perceptual gaps between franchisors and franchisees regarding the determinants of franchisee adoption – for instance, franchisors often overestimate how franchisees perceive omnichannel as a growth driver.