Examining the Role of Franchisee Normative Expectations in Relationship Evaluation

• Autores: Debra Grace, Scott Weaven, Lorelle Frazer, Jeff Giddings
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 89, Nº 2, 2013, págs. 219-230
• Idioma: inglés
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• Resumen

  • Relational outcomes rely on confirmation of pre-existing franchisee expectations. First to examine normative expectations of franchising as a business model. Normative expectations examined in context of antecedent and outcome variables. Normative expectations confirmation partially mediates all relationships tested. Foundation to further explore normative and predictive expectations of franchisees.

    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.