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Franchisees' trust in and satisfaction with franchise partnerships

Author

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  • Altinay, Levent
  • Brookes, Maureen
  • Madanoglu, Melih
  • Aktas, Gurhan

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.

Suggested Citation

  • Altinay, Levent & Brookes, Maureen & Madanoglu, Melih & Aktas, Gurhan, 2014. "Franchisees' trust in and satisfaction with franchise partnerships," Journal of Business Research, Elsevier, vol. 67(5), pages 722-728.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:722-728
    DOI: 10.1016/j.jbusres.2013.11.034
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    References listed on IDEAS

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    8. Rosado-Serrano, Alexander & Paul, Justin & Dikova, Desislava, 2018. "International franchising: A literature review and research agenda," Journal of Business Research, Elsevier, vol. 85(C), pages 238-257.
    9. Badrinarayanan, Vishag & Suh, Taewon & Kim, Kyung-Min, 2016. "Brand resonance in franchising relationships: A franchisee-based perspective," Journal of Business Research, Elsevier, vol. 69(10), pages 3943-3950.
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    11. Xu, Shichun & Hao, Andy, 2021. "Understanding the impact of national culture on firms’ benefit-seeking behaviors in international B2B relationships: A conceptual model and research propositions," Journal of Business Research, Elsevier, vol. 130(C), pages 27-37.
    12. Hwang, Syjung & Lee, Minyoung & Park, Eunil & del Pobil, Angel P., 2021. "Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    13. Rosado-Serrano, Alexander & Navarro-García, Antonio, 2023. "Alternative modes of entry in franchising," Journal of Business Research, Elsevier, vol. 157(C).
    14. Nyadzayo, Munyaradzi W. & Matanda, Margaret J. & Ewing, Michael T., 2015. "The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image," Journal of Business Research, Elsevier, vol. 68(9), pages 1886-1894.
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