Opportunistic behaviour in hospitality franchise agreements

Brookes M., Altinay L., AKTAŞ G.

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, cilt.46, ss.120-129, 2015 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 46
  • Basım Tarihi: 2015
  • Doi Numarası: 10.1016/j.ijhm.2015.02.001
  • Dergi Adı: INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.120-129
  • Anahtar Kelimeler: Franchise, Agency theory, Social exchange theory, Opportunistic behavior, FAST-FOOD INDUSTRY, AGENCY THEORY, ORGANIZATIONAL FORM, RESOURCE SCARCITY, GOVERNANCE, OWNERSHIP, SYSTEMS, MULTIUNIT, TRUST, EXPANSION
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

This paper combines agency and social exchange theoretic perspectives to examine opportunistic behaviour in hospitality franchise agreements. It identifies and analyses the opportunistic behaviour of both franchisors and franchisees through a qualitative study of Turkish hospitality franchisees. A model of opportunistic behaviour and social exchange is developed from the study for further empirical testing. The model depicts different categories of franchisee behaviour, how franchisee behaviour is influenced by the behaviour of franchisors, the relevant characteristics of social exchanges between franchisors and franchisees, and the outcomes of those exchanges. As such, the study provides a complementary perspective of franchise opportunism and exchange relationships. A number of implications for hospitality franchise stakeholders are identified as a result. (C) 2015 Elsevier Ltd. All rights reserved.