نقش و کارکرد تصدیق انتظارات هنجاری و قابل پیش بینی فرانشیزگیرنده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده اقتصاد، مدیریت و بازرگانی، دانشگاه تبریز

2 کارشناس ارشد رشته MBA، گروه مدیریت، دانشکده اقتصاد، مدیریت و بازرگانی، دانشگاه تبریز

چکیده

فرانشیز سریعترین شکل خرده فروشی رو به رشد و روش محبوب و فراگیری برای مدیریت رشد کارآفرینانه در جهان است.  ایجاد و حفظ روابط مستحکم با فرانشیزگیرندگان یکی از چالش‌های اصلی پیش روی فرانشیزدهندگان بوده و یکی از عوامل کلیدی موفقیت سیستم های فرانشیز، توجه به انتظارات فرانشیزگیرندگان است. با این حال تفاوت مهم بین انواع انتظارات در ادبیات فرانشیز نادیده گرفته شده است. انتظارات شامل دو دسته انتظارات هنجاری (سطح کلان) و انتظارات قابل پیش بینی (سطح خرد) است. در نتیجه این تحقیق بر آن است تا تاثیر همزمان (عدم) تصدیق هر دو نوع انتظارات هنجاری و انتظارات قابل پیش بینی فرانشیز گیرنده را در روابط فرانشیزدهنده و فرانشیزگیرندگان او بسنجد. بدین منظور، 304 نمایندگی شرکت‌های بیمه توسط پرسشنامه مورد بررسی قرار گرفت و به منظور تجزیه و تحلیل داده‌ها و پاسخگویی به سوالات پژوهش به روش مدل یابی معادلات ساختاری ، از نرم افزارهای SPSS 22 وLISREL 8.5  استفاده شد. نتایج حاصل از آزمون فرضیات تاثیر مثبت باز بودن ارتباطات و حمایت ادراک شده توسط فرانشیزگیرنده را بر رضایت او از روابط تایید کرد و تاثیر منفی همین عوامل را بر تعارض ادراک شده توسط وی نشان داد. همچنین نتایج بیانگر این موضوع است که باز بودن ارتباطات، و حمایت ادراک شده توسط فرانشیزگیرنده، از طریق متغیر میانجی (عدم) تصدیق انتظارات هنجاری و قابل پیش بینی، روی تعارض ادراک شده توسط وی و رضایت او از روابط، تاثیرگذار است.

کلیدواژه‌ها

عنوان مقاله [English]

Role of Confirmation of Franchisees’ Normative and Predictive Expectations

نویسندگان [English]

  • Mohammad Faryabi 1
  • Mahsa MohammadNamdar 2
1 Associate Professor, Management Department, Faculty of Economics, Management and Business, University of Tabriz
2 Master of Business Administration, Management Department, Faculty of Economics, Management and Business, University of Tabriz
چکیده [English]

Franchising is a fastest growing and dominant form of retailing throughout the world. It is a favorable strategy for managing entrepreneurial growth. Building up and maintaining a sustainable relationship with franchisees is a crucial challenge that franchisors are faced with, and paying attention to franchisees' expectations is one of the key success factors for franchisors. However, an important distinction among the different elements of expectations has been overlooked in the franchising literature. Expectations are comprised of both normative (macro-level) and predictive (micro-level) elements. This study aims to investigate the concomitant influence of the (dis)confirmation of both the normative and predictive expectations of a franchisee in relationship with his/her franchisor. For this purpose, the data collected from 304 franchised units within the insurance sector were analyzed using structural equation modeling by Lisrel 8.5 and SPSS 22.0. According to the results of hypothesis testing, the positive effects of perceived support and communication openness on relationship satisfaction are significant, and the negative effects of perceived support and communication openness on perceived conflicts are also significant. Furthermore, the results indicated that the (dis)confirmation of both the normative and predictive expectations of a franchisee mediates the impact of the perceived support and communication openness on his/her perceived conflict and relationship satisfaction.

کلیدواژه‌ها [English]

  • Expectations (dis)confirmation
  • Franchise
  • Normative expectations
  • Predictive expectations

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کاوش‌های مدیریت بازرگانی
دوره 10، شماره 20
بهمن 1397
صفحه 27-49

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