Franchisees' trust in and satisfaction with franchise partnerships

Levent Altinay, Maureen Brookes, Melih Madanoglu and Gurhan Aktas

Journal of Business Research, 2014, vol. 67, issue 5, 722-728

Abstract: This paper aims to establish the relationship between the antecedents of trust, trust itself, and franchisee satisfaction. Taking its cue from power-dependence, international business, and social exchange theories, the paper contributes to the franchise literature by offering a more comprehensive theoretical perspective to aid understanding of trust development in and satisfaction with franchise partnerships. Drawing on a multi-sector survey of Turkish franchisees, the study provides empirical evidence of the impact of the franchisors' role performance and cultural sensitivity on franchisees' trust in and satisfaction with franchise partnerships. Furthermore, this research demonstrates the central role of communication in the development of franchisees' trust.

Keywords: Power-dependence; International business; Social exchange; Trust; Satisfaction; Communication; Franchisees (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:5:p:722-728

DOI: 10.1016/j.jbusres.2013.11.034

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