Franchisees that are provided withwell-developed start-up and continual
support services by their franchisors are more likely to maintain
consistent operational standards (Roh & Yoon, 2009) that can promote
the franchise brand. By providing adequate support, franchisors can minimize
opportunistic and free-riding behavior that may reduce franchisee
satisfaction and inhibit relationship quality (Kidwell et al., 2007).
Thus, the level of franchisor support engenders pro-organizational