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This study uses power-dependency theory and the theory of social exchange to analyze the factors that contribute to the development of a quality relationship between franchisor and franchisee, particularly perceived support and communication. We aim to empirically assess the effect of these factors in the context of the franchisees’ normative expectations. Our methodology consists of conducting a questionnaire-based survey of 124 franchisees in Tunisia. Our results reveal that both factors tested, and in particular perceived support and communication, strongly contribute to strengthening the franchise relationship. We also show that part of the effect of each factor on the assessed quality of the relationship has to do with whether franchisees’ normative expectations are met. This research provides valuable insights for franchisors and franchisees on a practical level, as well as constituting a solid basis for future research in the field of relationship cultivation.