Handbook of Research on Franchising
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Handbook of Research on Franchising

Edited by Frank Hoy, Rozenn Perrigot and Andrew Terry

Franchising is one of the major engines of business expansion and job creation globally. The Handbook of Research on Franchising offers new insights into entrepreneurial behavior, organizational forms, regulation, internationalization, and other contemporary issues relating to this dynamic business strategy. The Handbook challenges both practitioners and scholars to give attention to the conclusions of scholarly research on this business model. Practitioners can benefit from the results of high quality scientific research, and scholars can find exciting opportunities for contributing to the body of knowledge of a subject that has not received sufficient attention in educational institutions.
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Chapter 10: Understanding antecedents of franchisee trust

Evelien Croonen

Abstract

Given that the economic motives of franchisors and franchisees are not totally aligned, trust is an important issue in franchise relationships. Franchisors typically are the dominant partner and this may make franchisees feel vulnerable to their franchisors’ actions. For this reason it is important that franchisees trust their franchisors. This chapter summarizes and reviews literature on antecedents of franchisee trust as knowledge on such antecedents can help franchisors in improving the management of their franchise relationships. However, a major conclusion of this chapter is that knowledge on antecedents of franchisee trust is still fragmented. The chapter therefore ends by discussing several avenues for future research.

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