Influence of Franchisee Motivation on Their Satisfaction in the Food Franchise Sector

Abstract

Purpose - Despite the importance of franchise operations in the food sector, most studies have focused on customer experiences. Thus, the current study examines the link between franchisee motivation and their satisfaction. Design/methodology/approach - A self–reported online survey is used to collect data from food franchisees in the United States; 180 responses are used to test the proposed hypotheses. Findings - The findings of partial least squared structural equation modeling show that franchisee motivation (i.e., independence, intrinsic goal, and extrinsic goal) influences their satisfaction with a franchise brand. Additionally, the impacts of two types of goals affect franchisee economic satisfaction. However, franchisee autonomous motivation was not enough to influence economic satisfaction. Last, the role of franchisee characteristics in the relationship between motivation and satisfaction is examined. Originality/value - With increasing competition among existing franchise brands, franchisors seek to understand how to maintain their relationship with franchisees. Thus, this study provides guidelines for franchise brands as to how franchise companies develop operation and management strategies to increase franchisee positive evaluation.