Examining the Role of Franchisee Normative Expectations in Relationship Evaluation

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.