How Do Franchisees Assess Franchisor Trustworthiness?
基于128家荷兰加盟商的调查数据，研究发现加盟商对特许人在主动与被动质量保证及战略管理方面的履职感知正向影响其可信度评估，且市场竞争会削弱战略管理与被动质量保证的影响。
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.