Franchisee personality : An examination in the context of franchise unit density and service classif... An examination in the context of franchise unit density and service classification

Gespeichert in:

Bibliographische Detailangaben
Beteiligte: Weaven, Scott, Grace, Debra, Manning, Mark
In: European Journal of Marketing, 43, 2009, 1/2, S. 90-109
veröffentlicht:
Emerald
Medientyp: Artikel, E-Artikel

Nicht angemeldet

weitere Informationen
Umfang: 90-109
ISSN: 0309-0566
DOI: 10.1108/03090560910923256
veröffentlicht in: European Journal of Marketing
Sprache: Englisch
Schlagwörter:
Kollektion: Emerald (CrossRef)
Inhaltsangabe

<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>The purpose of this paper is to make the first attempt to examine franchisee personality within the context of alternative franchisee ownership structures (single unit versus multiple unit ownership) and service type (standardised versus customised).</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>A self‐report mail survey was used in the paper to collect data from a random sample of 363 franchisees drawn from 83 franchise groups. Personality was represented by the Big‐Five personality traits (IPIP‐B5 scales), two dimensions of Empathy (IRI scales of empathic perspective taking and empathic concern) and Emotional Intelligence (EIS). Two separate between‐subjects MANOVAs were conducted for each of the independent variables.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>Significant differences were found between franchisee ownership groups on four personality measures (conscientiousness, emotional stability, empathic perspective taking and emotional intelligence) and service type groups on two measures (extraversion and empathic perspective taking). Theoretical and practical implications of these results are discussed.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Research limitation/implications</jats:title><jats:p>Future research should investigate the personality of franchisors and different types of franchisees within the context of organisational outcomes such as franchisee performance, commitment, organisational learning and intention to remain and grow within the network (within different international settings).</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>This paper supplements the channels literature by using standard personality measures to differentiate franchisees that are likely to engage in different behaviours within franchise systems.</jats:p></jats:sec>