Franchisees' trust in and satisfaction with franchise partnerships


Altinay L., Brookes M., Madanoglu M., AKTAŞ G.

JOURNAL OF BUSINESS RESEARCH, vol.67, no.5, pp.722-728, 2014 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 67 Issue: 5
  • Publication Date: 2014
  • Doi Number: 10.1016/j.jbusres.2013.11.034
  • Journal Name: JOURNAL OF BUSINESS RESEARCH
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.722-728
  • Keywords: Power-dependence, International business, Social exchange, Trust, Satisfaction, Communication, Franchisees, POWER, SELECTION, CULTURE
  • Dokuz Eylül University Affiliated: Yes

Abstract

This paper aims to establish the relationship between the antecedents of trust, trust itself, and franchisee satisfaction. Taking its cue from power-dependence, international business, and social exchange theories, the paper contributes to the franchise literature by offering a more comprehensive theoretical perspective to aid understanding of trust development in and satisfaction with franchise partnerships. Drawing on a multi-sector survey of Turkish franchisees, the study provides empirical evidence of the impact of the franchisors' role performance and cultural sensitivity on franchisees' trust in and satisfaction with franchise partnerships. Furthermore, this research demonstrates the central role of communication in the development of franchisees' trust. Crown Copyright (C) 2013 Published by Elsevier Inc. All rights reserved.