A model of trust and compliance in franchise relationships

M. A P Davies, Walfried Lassar, Chris Manolis, Melvin Prince, Robert D. Winsor

    Research output: Contribution to journalArticlepeer-review

    164 Citations (Scopus)


    Despite the danger of franchisee non-compliance as a severe impediment to overall franchise operation and performance, there is currently minimal understanding of the key factors that lead to these behaviors. Using a foundation of relational exchange theory, we construct and test a model that demonstrates how two distinct forms of trust, based upon perceptions of franchisor integrity and franchisor competence, are critical to explaining the roles that relational conflict and satisfaction play in influencing franchisee compliance. Implications of these findings are then demonstrated to have compelling relevance to the effective management of franchise systems. © 2009 Elsevier Inc.

    Original languageEnglish
    Pages (from-to)321-340
    Number of pages20
    JournalJournal of Business Venturing
    Issue number3
    Publication statusPublished - May 2011


    • Compliance
    • Conflict
    • Franchising
    • Reciprocity
    • Satisfaction
    • Trust


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