FRANCHISE RELATIONSHIP: FRANCHISEES’ SATISFACTION

Zlatica Kavic () and Mario Sercer ()
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Zlatica Kavic: Candidate at Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, Republic of Croatia
Mario Sercer: Candidate at Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, Republic of Croatia

Interdisciplinary Management Research, 2014, vol. 10, 77-84

Abstract: Franchise as business method especially popular become in second half od 20th century (Khams, 2013.,78).Since than as a significant factor in business growth and lever of economic development attracts researches attention. In contest of franchise way of doing business, relation between franchisor and franchisee is crucial for success, not only for the individual member of franchise but for entire franchise system. Franchise relationship actually begins with meeting the needs of clients through cooperation of franchisor and franchisee. Each party is directly interesed in success of franchise. The element that varies franchise from most other forms ofbusiness is a symbiotic relationship of interdependence and confident of two legally different economic. In focus of this research is franchisee satisfaction as a aquire of the right of represenatation – contractor of the franchise agreement, franchisee as a member of distribution system and franchisee as individual that experience franchise as satisfiction for invested efforts, knowledge and money. Research uses scientifically verified questionnaire of four university teachers (Abdullah and other.,2008) satisfactory internal consistency (α = 0,87). Questionnaire contains five dimensions of franchisees satisfaction: 1) social interaction, 2) service support, 3) fi nancial, 4) assurance and 5) competence. Contains a total of 23 particles. Recearch is conducted between owners of the right of represenatation (dealers) and managers on the highest and middle level, employed in ten various automotive sales and service representative (ten diff erent principals) in the area of Republic Croatia. After final analysis of the data obtained through the SPSS software package are discussed factors aff ecting the franchisee satisfaction. Also regression analysis indicates that the relationship between competitive position and its franchisee satisfaction shows meaningful, significant and consistent relationship.

Keywords: franchising; franchisor; franchisee satisfaction; relationship; auto - industry (search for similar items in EconPapers)
JEL-codes: M21 (search for similar items in EconPapers)
Date: 2014
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