Franchisee personality: An examination in the context of franchise unit density and service classification
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Research limitation/implications
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).
Originality/value
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.
Keywords
Citation
Weaven, S., Grace, D. and Manning, M. (2009), "Franchisee personality: An examination in the context of franchise unit density and service classification", European Journal of Marketing, Vol. 43 No. 1/2, pp. 90-109. https://doi.org/10.1108/03090560910923256
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited