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

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