Mayram's research aimed to investigate how different factors influence franchisees' perceptions of trust development with franchisors. Mayram's review of the franchising literature has identified role performance demonstrated in the forms of expertise and support to the franchisees, idiosyncratic investments such as brand reputation, being partner oriented and adaptable, and the social exchanges evidenced as social interactions and friendship as the key antecedents of trust development. Two dimensions of trust have been identified as the focus of the study, namely credibility and benevolence. Credibility is the belief that a partner will fulfil promised role obligations by being competent, consistent and reliable. Benevolence refers to the belief that one partner will protect the welfare and interests of the other and avoid taking any actions that would prove harmful to the partner. Mayram's exploratory qualitative study has responded to three research questions: 1) How does role performance affect the franchisees' perceptions of trust (credibility and/or benevolence) in the franchisor-franchisee relationship? 2) How do idiosyncratic investments influence franchisees' perceptions of trust (credibility and/or benevolence) in the franchisor-franchisee relationship? 3) How does social exchange influence the franchisees' perceptions of trust (credibility and/or benevolence) in the franchisor-franchisee relationship?

Social Psychology (10th Edition)

10th Edition

ISBN:9780134641287

Author:Elliot Aronson, Timothy D. Wilson, Robin M. Akert, Samuel R. Sommers

Publisher:Elliot Aronson, Timothy D. Wilson, Robin M. Akert, Samuel R. Sommers

Chapter1: Introducing Social Psychology

Section: Chapter Questions

Problem 1RQ1

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Transcribed Image Text:Mayram's research aimed to investigate how different factors influence franchisees' perceptions of trust development with franchisors. Mayram's review of the franchising literature has identified role performance demonstrated in the forms of expertise and support to the franchisees, idiosyncratic investments such as brand reputation, being partner oriented and adaptable, and the social exchanges evidenced as social interactions and friendship as the key antecedents of trust development. Two dimensions of trust have been identified as the focus of the study, namely credibility and benevolence. Credibility is the belief that a partner will fulfil promised role obligations by being competent, consistent and reliable. Benevolence refers to the belief that one partner will protect the welfare and interests of the other and avoid taking any actions that would prove harmful to the partner. Mayram's exploratory qualitative study has responded to three research questions: 1) How does role performance affect the franchisees' perceptions of trust (credibility and/or benevolence) in the franchisor-franchisee relationship? 2) How do idiosyncratic investments influence franchisees' perceptions of trust (credibility and/or benevolence) in the franchisor-franchisee relationship? 3) How does social exchange influence the franchisees' perceptions of trust (credibility and/or benevolence) in the franchisor-franchisee relationship?

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