This study proposes and tests a model of franchisees' proactive contribution behaviors. Results obtained from the self-reported data of 524 franchisees indicate that proactive contribution behaviors included three crucial components: positive word of mouth, supportive behavior toward other franchisees, and proactive information feedback. In addition, our results show that franchise-system prestige, headquarters' supportive behavior, and performance satisfaction combine to determine the proactive contribution behaviors of franchisees through the identification of the franchisee with the franchise system. The results also demonstrate that a proactive personality positively moderates the relationship between identification with the franchise system and proactive contribution behavior. We discuss the managerial implications of these findings, as well as several critical research issues and avenues.
- Perceived organizational support
- Proactive contribution behaviors
- Proactive personality
- Word of mouth (WOM)