Influence of personality traits on perceived relationship quality within a franchisee-franchisor context
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Purpose - This is the first attempt to examine the theoretical and empirical linkages between franchisee personality traits and franchisee-franchisor relationship quality. Design/methodology/approach - A self-report online survey was used in this research to collect data from a random sample of 225 franchisees drawn across 80 franchise systems. Personality was represented by the Big Five personality traits (IPIP-B5 scales) and relationship quality was conceptualized as a 23-item second-order construct (incorporating trust, commitment and relationship satisfaction). Regression analysis was used to test the hypothesized relationships. Findings - Four of the five personality dimensions had the predicted effect on the outcome variable of relationship quality. Dimensions of "agreeableness", "conscientiousness", "emotional stability" had a positive effect on relationship quality, while "extraversion" had a negative effect on the dependent variable. Implications of these results are discussed. Research limitations/implications - Although personality is a valid predictor of work-related behaviours, future research should investigate the impact of other individual-level influences (e.g. autonomy, self-esteem, entrepreneurial fervour) on franchisee-franchisor relationship quality. Overall, the authors recommend administration of the Big Five tests in franchisee recruitment and ongoing management activities. Originality/value - The manuscript introduces the need to extend current inter-organisational approaches to understanding franchise relationships through the inclusion of interpersonal constructs like personality dimensions. In effect, it calls for a marriage of B2B and B2C perspectives to examining the franchising and more generally the relationship marketing phenomenon.
European Journal of Marketing
Marketing Management (incl. Strategy and Customer Relations)