Franchisor's ongoing support and franchisee's satisfaction: a case of ice cream franchising in Korea

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The primary purpose of this research is to investigate franchisees' satisfaction based on franchisors' pre-opening support, central purchasing, congeniality and ongoing business support. Design/methodology/approach -The sample was drawn from ice cream franchising operations in Seoul, South Korea, and its vicinity. Personal interviews were conducted, followed by a self-administered questionnaire. Findings -The franchisees learned about their business opportunities through friends and relatives. The brand recognition by the consumer is the major motive for franchisees to engage in franchising. While franchisees are least satisfied with their franchisors' ongoing business support, they are most satisfied with central purchasing support from the franchisor. Practical implications -The study offers valuable insights for strategic management as to recruitment, selection, and ongoing support provided by franchisors. Originality/value -This research is particularly valuable to franchisors who are contemplating expanding their franchising business internationally.

The Use of Importance-Performance Analysis to Measure the Satisfaction of Travel Agency Franchisees

“…It is important to show that when franchisees are satisfied with their franchisor, they are more cooperative and contribute to the franchise system (Roh & Yoon, 2009 The present study aims to present information about how this system of association works from the franchisee's perspective.…”

“…Satisfaction is a key element for remaining in the system, and thus contributing to the long-term survival of the franchising agreement (Gauzente, 2003). There is an important theoretical support for franchisors' interest in the franchisees' wellbeing and satisfaction (Roh & Yoon, 2009). The repercussions of the franchisee's satisfaction are evident, and have been previously investigated.…”

“…The literature on franchisees' satisfaction provided the attributes to measure satisfaction (Barbadillo & Associates, 2013;Berndt, 2009;Guilloux et al, 2004;Harmon & Griffiths, 2008;Hough, 1986;Knight, 1986;Peterson & Dant, 1990;Ramírez & Quattrociocchi, 2007;Roh & Yoon, 2009;J. Stanworth, 1985;Withane, 1991 …”

Performance in Franchise Systems : The Franchisee Perspective

“…Roh and Yoon (2009) Pre-opening stage and ongoing support stage Pre-opening services include meeting with the franchisee and explaining the cooperation conditions, to include financial issues, renewal, termination, and dispute resolutions. Also includes learning the basic skills and management training and providing information about daily operations in another successful outlet Ongoing services include central purchasing as well as congeniality (communication) for improving strategies, problem solving and promoting the innovation, and reducing conflicts.…”

“…Like Hing (1995), Roh and Yoon (2009) mention two stages for providing services for the franchisee, the pre-opening stage and the ongoing support stage. Pre-opening services include meeting with the franchisee and explaining the rights and responsibilities of both sides in the franchising system.…”