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Examining the Role of Franchisee Normative Expectations in Relationship Evaluation

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  • Grace, Debra
  • Weaven, Scott
  • Frazer, Lorelle
  • Giddings, Jeff

Abstract

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.

Suggested Citation

  • Grace, Debra & Weaven, Scott & Frazer, Lorelle & Giddings, Jeff, 2013. "Examining the Role of Franchisee Normative Expectations in Relationship Evaluation," Journal of Retailing, Elsevier, vol. 89(2), pages 219-230.
    • Handle: RePEc:eee:jouret:v:89:y:2013:i:2:p:219-230
    DOI: 10.1016/j.jretai.2012.12.002
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    References listed on IDEAS

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    Cited by:

    1. Watson, George F. & Worm, Stefan & Palmatier, Robert W. & Ganesan, Shankar, 2015. "The Evolution of Marketing Channels: Trends and Research Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 546-568.
    2. Dubey, Vivek K. & Matthes, Joseph M. & Saini, Amit, 2023. "Impact of socioeconomic values collaboration on performance in franchising," Journal of Business Research, Elsevier, vol. 162(C).
    3. Gavriel Meirovich & Myunghee Mindy Jeon & Linda Jane Coleman, 2020. "Interaction of normative and predictive expectations in customer satisfaction and emotions," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 69-84, June.
    4. Sawant, Rajeev J. & Hada, Mahima & Blanchard, Simon J., 2021. "Contractual Discrimination in Franchise Relationships," Journal of Retailing, Elsevier, vol. 97(3), pages 405-423.
    5. Shaikh, Ateeque, 2016. "Conceptualizing fairness in franchisor–franchisee relationship: Dimensions, definitions and preliminary construction of scale," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 28-35.
    6. 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.
    7. Vivian Zheng, Xu & Jenny Ji, Li & Su, Chenting, 2020. "Mitigating the Negative Effects of Regional Clustering in Franchising: The Roles of Governance Mechanisms," Journal of Retailing, Elsevier, vol. 96(3), pages 434-444.
    8. Shockley, Jeff & Turner, Tobin, 2016. "A relational performance model for developing innovation and long-term orientation in retail franchise organizations," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 175-188.
    9. Gavriel Meirovich & Myunghee Mindy Jeon & Linda Jane Coleman, 0. "Interaction of normative and predictive expectations in customer satisfaction and emotions," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-16.

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