The purpose of this study were to investigate relationships between the franchisors and franchisees in terms of management, satisfaction and cooperation, and to establish a model for improvement of the foodservice management structure of fast food franchise system.
Data were collected from 4 hamburger and 7 noodle franchisors, and from 21 hamburger and 38 noodle franchisees. Surveyed chains were composed of 10 franchisor-owned units and 49 franchised units. The instrument used in this study was Liker type 5-scale guestionnarie. Hypotheses concerning relations between management practices by franchisor and satisfaction of franchisee, cooperation of franchisee were tested using path analysis.
Unit management practices by franchisors were significantly different according to the operation style. Franchisor-owned hamburger chains rather than franchised noodle chains were better managed by franchisors in terms of QSC and management support. Management practices by franchisors in the whole showed a significant relationship with the satisfaction, cooperation, and the implementation of standardized recipes by franchisees. Franchisees´ satisfaction had a significant positive relation with the cooperation and the implementation of standardized recipes. QSC management practices and management support by franchisors, had no direct relevance to the general cooperation of franchisees, and management practices in the whole had a little relevance to it, but franchisees´ satisfaction in terms of QSC and the whole had a strong effect to their QSC Cooperation.
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