Maximizing franchisee satisfaction in the restaurant sector

Abstract

Discusses a recent study into the level of satisfaction experienced by franchisees in the Australian restaurant sector. A model of consumer buying behaviour was used to identify the characteristics of both franchisers and franchisees which contribute to owner‐manager satisfaction with the purchase and operation of a franchised small business. The post‐purchase intentions of franchisees, were also investigated. Based on the survey findings from nine companies and 127 of their franchisee owner‐managers, provides prognostic and diagnostic frameworks to assist both franchisers and franchisees in their selection of a suitable business partner and in specifying appropriate remedial action in marginal franchised outlets.