Maximizing franchisee satisfaction in the restaurant sector

Document Type


Publication details

Hing, N 1996, 'Maximizing franchisee satisfaction in the restaurant sector ', International Journal of Contemporary Hospitality Management, vol. 8, no. 3, pp. 24-31.

Published version available from: http://dx.doi.org/10.1108/09596119610115970

Peer Reviewed



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.

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