Examining the Role of Franchisee Normative Expectations in Relationship Evaluation

Debra Grace, Scott Weaven, Lorelle Frazer and Jeff Giddings

Journal of Retailing, 2013, vol. 89, issue 2, 219-230

Abstract: Research has largely assumed franchisee satisfaction to be at the micro-level, yet individuals are often ‘sold’ on the idea of franchising (as a business model) long before they are “sold” on an individual franchisor (brand). The findings of survey data collected from 339 Australian franchisees significantly enrich our understanding of how franchisee macro-level expectations (i.e., normative) influence micro-level evaluations and subsequent outcomes (i.e., at the franchisor performance level). Furthermore, this research provides valuable insight for practice and serves as a solid foundation for future research in this important area.

Keywords: Franchising business model; Perceived support; Conflict; Relationship satisfaction; Communication openness; Normative expectations (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:89:y:2013:i:2:p:219-230

DOI: 10.1016/j.jretai.2012.12.002

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