The Role of Normative Expectations of Franchisees in Assessing the Quality of Franchisor-Franchisee Dyadic Relationship

Habib Affes ()
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Habib Affes: Department of Economics and Management Sfax University, Tunisia

Journal of Internet Banking and Commerce, 2016, vol. 21, issue 02, 01-23

Abstract: In this study, our plan is to examine the relationship between the history (perceived support, open communication, cultural sensitivity) and the dimensions of the quality of the franchiser-franchisee relationship (trust, commitment, satisfaction). We started by studying this relationship in a context of franchisees’ normative expectations. Our methodological approach consists in conducting a survey with 124 franchisees in the Tunisian context. The achieved results revealed that the three patterns of the tested model, and mainly the perceived support and open communication, strongly contribute to the consolidation of the quality of the franchise relationship. Moreover, it was shown that part of the effect of each pattern on the assessment of the relationship quality is explained by the validation of the franchisees’ normative expectations.

Keywords: Franchise Business Model; Perceived Support; Open Communication; Cultural Sensitivity; Normative Expectations; Franchisor-Franchisee Relationship; Quality (search for similar items in EconPapers)
JEL-codes: A11 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0167

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