Gratitude is increasingly included in the battery of precepts that explain relational exchanges. However, the literature on commercial exchanges has failed to differentiate between the similar, but distinct, measures of gratitude and indebtedness or recognize their potential for differential...

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...