Maximising franchisee satisfaction in the restaurant industry

Document Type


Publication details

Hing, N 1999, 'Maximising franchisee satisfaction in the restaurant industry', Journal of Consumer Marketing, vol. 16, no. 5, pp. 502-513.

Published version available from: http://dx.doi.org/10.1108/0736376991028960

Peer Reviewed



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, which depend on their level of satisfaction were also investigated. Based on the survey findings from nine companies and 127 of their franchisee owner-managers, presents a strategy for franchisers to maximize the satisfaction of their franchisees. In addition, 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

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