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The Role of Normative Expectations of Franchisees in Assessing the Quality of Franchisor-Franchisee Dyadic Relationship

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  • Affes, Habib

    (Department of Economics and Management Sfax University, Tunisia)

Abstract

In this study, our plan is to examine the relationship between the history (perceived support, open communication, cultural sensitivity) and the dimensions of the quality of the franchiser-franchisee relationship (trust, commitment, satisfaction). We started by studying this relationship in a context of franchisees’ normative expectations. Our methodological approach consists in conducting a survey with 124 franchisees in the Tunisian context. The achieved results revealed that the three patterns of the tested model, and mainly the perceived support and open communication, strongly contribute to the consolidation of the quality of the franchise relationship. Moreover, it was shown that part of the effect of each pattern on the assessment of the relationship quality is explained by the validation of the franchisees’ normative expectations.

Suggested Citation

  • Affes, Habib, 2016. "The Role of Normative Expectations of Franchisees in Assessing the Quality of Franchisor-Franchisee Dyadic Relationship," Journal of Internet Banking and Commerce, , vol. 21(02), pages 01-23, August.
    • Handle: RePEc:ris:joibac:0167
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    Keywords

    Franchise Business Model; Perceived Support; Open Communication; Cultural Sensitivity; Normative Expectations; Franchisor-Franchisee Relationship; Quality;
    All these keywords.

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

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