Influence of personality traits on perceived relationship quality within a franchisee‐franchisor context

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.