Publication

How Do Franchisees Assess Franchisor Trustworthiness?

Croonen, E. & Broekhuizen, T., Jul-2019, In : Journal of Small Business Management. 57, 3, p. 845-871 27 p.

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  • How Do Franchisees Assess Franchisor Trustworthiness?

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DOI

This study investigates the antecedents of franchisees’ assessments of franchisor trustworthiness. It combines multiple theoretical perspectives to develop a framework that is empirically tested with survey data from 128 franchisees of a Dutch franchise system. The results show that franchisees’ perceptions of a franchisor's fulfillment of its functional duties on proactive and reactive quality assurance and strategic management positively influence franchisees’ assessments of franchisor trustworthiness. Moreover, the results show that the impact of the antecedents on franchisees’ trustworthiness assessments varies across franchisees: market competition attenuates the influence of strategic management and reactive quality assurance. Unit performance does not moderate the importance of the antecedents.
Original languageEnglish
Pages (from-to)845-871
Number of pages27
JournalJournal of Small Business Management
Volume57
Issue number3
Publication statusPublished - Jul-2019

    Keywords

  • ORGANIZATIONAL TRUSTWORTHINESS, INTERORGANIZATIONAL TRUST, PERCEIVED TRUSTWORTHINESS, INTERPERSONAL-TRUST, CONFLICT, ANTECEDENTS, PERFORMANCE, MANAGEMENT, SYSTEMS, MODELS

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