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.
Original language | English |
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Pages (from-to) | 219-230 |
Number of pages | 12 |
Journal | Journal of Retailing |
Volume | 89 |
Issue number | 2 |
DOIs | |
Publication status | Published - Jun 2013 |
Externally published | Yes |
Keywords
- Communication openness
- Conflict
- Franchising business model
- Normative expectations
- Perceived support
- Relationship satisfaction