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Kimberley A. Morrison, Ph.D.
Rensselaer Polytechnic Institute., Troy, New York U.S.A.

Abstract

The objective of this exploratory study was to examine the franchisor-franchisee relationship from the franchisees’ perspective. Data were collected using a survey of 307 U.S. franchisees from four different industries. Results of this study suggest that approximately one in four franchisees were dissatisfied with the state of their relationship with their franchisor. The most frequent areas of disagreement were support services and advertising and promotion. Franchisees, as a group, perceive that the franchisor-franchisee relationship could be improved by increasing links between the two parties, particularly in the form of more individual attention and frequent contact. In addition, franchisees feel that increased flexibility and input with respect to both operations and in the area of advertising would help develop more effective franchise relations. Implications for the franchisor-franchisee relationship were discussed.

 The Franchisor-Franchisee Relationship: Perceptions of Franchisees