The Importance of Perceived Franchisor Support Toward Franchisee Satisfaction

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Khanungnit Hnuchek
Numtip Trakulmaykee

Abstract

The purpose of this study is to identify important factors affecting franchisees’ toward franchisors’ support in terms of business assistance and service during the business partnership. These supports from franchisor affect the satisfaction measurement about the franchisors’ performance by reflecting the franchisor capabilities. The results indicate that a higher level of franchisee satisfaction can be achieved through perceived franchisor support. In addition, both dimensions of perceived franchisor support were found to be an important element in influencing franchisee satisfaction, and will be beneficial to the practitioner on franchise business.

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Section
Research Article