Purpose – The purpose of this paper is to theoretically and empirically demonstrate the channel relationship between franchisors and franchisees. It examines four essential constructs that may lead to successful long-term franchising relationships: the competitive advantage of franchisors, operational assistance, trust, and intention to continue. Moreover, this study attempts to investigate the multi-unit initiation of franchisees and their subsequent propensity to franchise moderated by entrepreneurial opportunity recognition and cooperation flexibility of franchisors. Design/methodology/approach – The survey results of 234 franchisees’ responses were analyzed to test the proposed hypotheses and research model using partial least squares modeling. Data were collected in Taiwan. Findings – It was found that operational assistance of franchisors significantly develops the trust of franchisees and their intention to continue; and cooperation flexibility of franchisors has the positive influence of trust on ...
['Tsung-Chi Liu', 'Jengchung Victor Chen', 'Po-Yi Hsu']
Opportunity recognition and cooperation flexibility of entrepreneurial franchisees