Relationship problem mechanisms and negative active responses: the moderating role of behavior monitoring

Abstract

Purpose

This study aims to understand what primary relationship problem mechanisms can exist in the franchise channel and how exchange partners respond to them. This study demonstrates how the franchisor’s relationship problem mechanisms (threat, contract enforcement) affect the franchisee’s negative active responses (venting, threatened withdrawal).

Design/methodology/approach

This study tested hypotheses through multiple regression analysis using data from 200 franchisees in Korea-based food franchise systems.

Findings

The results indicated that threat increases venting and threatened withdrawal, while contract enforcement only increases venting. Venting increases threatened withdrawal. In addition, the results indicated that the franchisor’s behavior monitoring positively moderates the relationship between relationship problem mechanisms and negative active responses.

Originality/value

This study helps strategically manage responses to relationship problems by categorizing ‘relationship problem mechanisms’ into intentional relationship problem mechanisms based on communication (threat) and unintentional relationship problem mechanisms based on action (contract enforcement). This study finds that both relationship problem mechanisms, intentional or unintentional, eventually cause threatened withdrawal directly or indirectly. Even if the threat is merely communication, not action, it is more likely to cause relationship dissolution than contract enforcement by directly triggering any negative active response. This study also finds that behavior monitoring can affect exchange partners through interaction with other management mechanisms rather than directly affecting them.

Citation

Sung, M. (2024), "Relationship problem mechanisms and negative active responses: the moderating role of behavior monitoring", Journal of Business & Industrial Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JBIM-02-2023-0103