Measuring franchisees’ satisfaction: theoretical considerations and empirical testing

Abstract

Franchisees’ satisfaction is key to a franchise network’s continuance over the years. However, at the moment, no robust scale exists in order to assess franchisees’ satisfaction. The aim of the present study is to fill this gap by providing a reflection on the nature of franchisee satisfaction. In particular, we favor a managerial approach to satisfaction which should provide franchisers with an appropriate tool for assessing the satisfaction of their franchisees and provide a basis for guaranteeing long‐term survival of their network. The study was conducted in France over a representative sample of 401 franchises representing 32 franchise networks and covering all sectors. After a pre‐test phase, exploratory and confirmatory factor analyses were performed. The results led to a short, robust and predictive scale of franchisee job satisfaction.