Mayram has also developed a conceptual framework for her study. This conceptual model proposes that there is a relationship between the different antecedents and the dimensions of trust. However, it is unclear how different antecedents of trust contribute to the development of different dimensions of trust. Figure 1: Trust development in partnerships Questions 1) Develop a coding schema for the deductive approach to qualitative data analysis. 2) Develop an analysis matrix for the deductive approach to qualitative data analysis. 3) Please use the coding schema and the analysis matrix to analyze the following narratives. Please identify the main categories and group the data. Trust between franchiser and franchisee has been identified as essential for the long-term survival of partnerships. It was stated that trust between partners leads to ‘satisfaction’ and ‘mutual financial return’ and, as one franchisee put it: ‘Creates a win–win situation’. Franchisees judge franchisers as ‘trustworthy’ when they are credible, they possess competence, and they demonstrate benevolence in the partnership. The findings of the study revealed that the infrastructure of the franchise system is perceived as one of the antecedents of trust among franchisees. Strong infrastructure encompasses factors such as the expertise of the franchiser and the support and training provided to the franchisees. When investigated further to identify the kind of support and training needed during the partnership, it became apparent that franchisees expect to be educated about the products and services of the system, operations and day to day management, and marketing and promotion activities. One of the franchisees highlighted the importance of expertise-sharing and provision of support: Before I did not know about this industry, now I have more knowledge on the branded product and cleaning procedure. Some special items like shoes, suits, I had to learn from them. We also cooperate because of the technological support they offer. The professionals are also provided. They provide practical production and cleaning know-how. Another informant highlighted the importance of knowledge flow from franchiser to franchisee: ‘In buying a franchise, the most important thing is to learn the style of operations. It should not be you finding it out yourself. You buy a business, but there is someone to help you look over it’. Another franchisee highlighted the specifics of the expertise and training support: ‘They [franchisors] can provide more professional comments when they are here, say the taste, so that we can improve, as their instructors are more familiar with the products and they will tell staff how to operate. The have their power to train their staff. They know how to communicate with the customers, how to sell a specific product, how to keep the equipment in good condition so that you can save money on maintenance. Besides role performance, identified as the expertise and the provision of support to the franchisees, brand reputation was mentioned by franchisees as a main antecedent of trust in franchisors. This was well captured in one of the statements of a franchisee who emphasized the importance of trust in franchise partnerships: we trust the power of the system. There are over ninety stores in Hong Kong, so it must be mature. Because this system is perfect and many stores are operating well, you trust him and start to build a closer relationship. One Turkish franchisee also stated: ‘Brand reputation is a very important trust factor. Brand reputation represents the strength of the infrastructure of the franchise partner and consistency in standards’. Brand reputation is seen as the ‘insurance’ of the existing system, representing the quality of products and services as perceived by consumers and other franchisees. There was also a widespread belief among the informants that, besides the brand reputation and expertise and support of franchisors, social interactions between them and the franchisors play an important role in trust development. Informal and social activities take place in the format of taking franchisees to different places for sightseeing and dining out. All these activities enhance friendship and lead to the development of emotional bonds and trust. In particular, it became apparent that friendship constitutes a strong foundation for trust. One franchisee stated: ‘We value friendship more than anything else. We see friendship as a strong sign of sincerity in business transactions’. The importance of friendship and emotional ties was also well captured in one of the statements of a franchisee: ‘We focus on feelings and daily activities, but foreigners care about the spirit in the contract. Aside from the working relationship we are also friends – that is quite good’. Another also highlighted the importance of friendship: ‘We tried to make friends with each other. I have spent a lot of time communicating with franchisers, and they also did come over to attend our presentation’. Moreover, when franchisees were asked how social interactions facilitate the development of trust, they made reference to ‘marriage’ and further stated that taking a transparent and positive attitude towards communication contributes to trust development. The importance of transparency was well captured in the statement of one of the franchisees: ‘Once a problem occurs, it has to be discussed immediately, one cannot embed it in one’s heart and imagine things. Problems should be discussed openly and decisions arrived at’. Another franchisee illustrated the importance of transparency in solving problems: ‘They give us receipts for us to understand the figures, tell us the operation method and also allow us to choose whether we would like to add anything else to the existing system’. One of the franchisees emphasized the facilitator role of transparency in establishing a sustainable partnership by stating that: One should put the embarrassment in front. You do not need to feel ashamed. If there is any problem, just raise it for discussion, so as to come up with an agreement and consensus, and then follow the agreement put forward. Transparency and maintaining a positive attitude were also captured in the statements of one of the franchisees, who emphasized the importance of open communication: You should be open to any comments. It does not mean that you have to accept everything but you should evaluate whether the demand is reasonable. Moreover, it is also important to have open discussion. As we are working partners, so you should know whether the other side is willing to accept your comments.