An Empirical Examination of the Major Relationship Factors Affecting Franchisees’ Overall Satisfaction and Intention to Stay

Document Type: Research Paper

Authors

Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara, Kedah, Malaysia

Abstract

The Nigerian franchise sector witnessed a rapid growth at the turn of the century, from 2001 to 2010, and thereafter started declining. Disputes, relational conflicts, and high rate of outlets closure have characterized the industry over the years. Meanwhile, studies show that to a large extent, success of franchisees depends on the quality of relationship they have with their franchisors. No prior empirical study has investigated the cause of the increasing relationship disputes in the Nigerian franchise industry. This investigation aims to explore the key relationship factors that influence franchisees’ overall satisfaction and intention to stay. Personal interview involving 26 franchisees was used to collect data from different franchise brands across Nigeria. Four factors emerged strongly as the antecedents of the relationship problem in the franchise system. Answering the calls of many scholars for studies in different cultures and settings on franchisor-franchisees relationship, this study provides the first-ever empirical insights into the relationship dynamics between franchisors and franchisees in Nigeria, thereby helping to strengthen the theory in the subject. The study offers some recommendations that will potentially help in reviving the industry for the benefit of the stakeholders and the economy at large.

Keywords

Main Subjects


Article Title [Persian]

بررسی میدانی تأثیر رابطه بر رضایت کلی فرنچایز‌ها و قصد تداوم همکاری

Authors [Persian]

  • آدامز آدیزا
  • نور اسماعیل
  • مارلین ماریسا مالک
مدرسه کسب و کار ، دانشگاه یوترا، کداح، مالزی
Abstract [Persian]

بعد از حدود یک‌دهه رشد سریع بین سال‌های ۲۰۰۱-۲۰۱۰، بخش فرنچایز در نیجریه رو به افول است، به‌گونه‌ای که در سال‌های اخیر این بخش شاهد مشاجره، اختلاف بین بنگاه‌های وابسته و بسته‌شدن فروشگاه‌های مختلف بوده است. مطالعات قبلی‌ نشان داده‌اند که موفقیت فرنچایز‌ها به کیفیت رابطة آن‌ها با بنگاه‌های مادر بستگی دارد، اما تاکنون هیچ مطالعة میدانی دربارة علل افزایش اختلاف بین بنگاه‌های وابسته در نیجریه صورت نگرفته‌است. مقالة حاضر به بررسی عمدة عوامل رابطه‌ای مؤثر بر رضایت کلی‌ فرنچایز‌ها و قصد ماندن آن در نیجریه می‌پردازد. تحقیق بر مبنای داده‌های کیفی‌ است که از طریق مصاحبه با ۲۶ تن‌ از صاحبان فرنچایز‌های مختلف در این کشور به‌دست آمده است. نتایج تحقیق نشانگر وجود چهار عامل اصلی‌ است که رابطه‌ها را در نظام فرنچایزی مشکل‌ساز می‌کند. با توجه به فراخوان مطالعات قبلی‌ در بررسی نقش رابطه در مبحث فرنچایز در فرهنگ‌های مختلف، این مقاله اولین تحقیق میدانی دربارة تأثیر رابطة بین طرفین فرنچایز در نیجریه است. این نوشتار برای تجدید حیات فرنچایز و بهبود اقتصاد در نیجریه پیشنهاد‌هایی‌ ارائه می‌دهد.

Keywords [Persian]

  • اعتماد
  • تعهد
  • رضایت کلی
  • صمیمیت
  • کیفیت رابطه
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