Maximizing franchisee satisfaction in the restaurant sector

This article discusses a recent study into the level of satisfaction experienced by franchisees in the Australian restaurant sector. A model of consumer buying behavior 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, this article 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.