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Examining the Role of Franchisee Normative Expectations in Relationship Evaluation

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- Title
- Examining the Role of Franchisee Normative Expectations in Relationship Evaluation
- Author/Creator
-
Grace, Debra |
Weaven, Scott |
Frazer, Lorelle |
Giddings, Jeff
- Description
- 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. © 2013 New York University.
- Relation
- Journal of Retailing / Vol. 89, No. 2, pp.219-230
- Relation
- http://dx.doi.org/10.1016/j.jretai.2012.12.002
- Year
- 2013
- Publisher
- Pergamon
- Subject
-
FoR 1505 (Marketing) |
communication openness |
conflict |
franchising business model |
normative expectations |
perceived support |
relationship satisfaction
- Resource Type
- Journal Article
- Identifier
- ISSN: 0022-4359
- Reviewed

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