Study goals
The purpose of this article is to investigate what are the factors that influence franchisee satisfaction and its greatest occurrence in the franchise literature.
Relevance / originality
Several studies deal with the relationships within the franchising system, which present many factors so that the relationship between franchisor and franchisee can be developed in a beneficial way for both parties. Satisfaction is present in most of these studies, however it shows itself united with other actions, which does not bring clarity about what actually leads the satisfaction of the franchisee.
Methodology / approach
Through a systematic review of the literature, we intend to investigate which factors are the most frequent in the franchise literature that influence franchisee satisfaction.
Main results
Relationship was the factor found that most influences the franchisee's satisfaction, followed by trust, communication, conflicts and support. These findings reinforce the need for strategies developed by the franchisor in order to maintain a good relationship with the franchisee from the prospecting of interested parties and throughout the duration of the franchise partnership.
Theoretical / methodological contributions
These findings contribute to several studies that reinforce the importance of a good relationship between franchisor and franchisee and demonstrates that there will be conflicts and several factors that may interfere and weaken this relationship.
Social / management contributions
Franchisors and franchisees must join forces to understand each other's motivations for decision making, maintain flexible communication as a way to establish a healthy and lasting relationship, avoiding the propensity for conflicts.