Franchisee as a Customer: Satisfaction of Their Franchiser—Case Study of a Taiwanese Franchise English Educational Institution
Date Issued
2010
Date
2010
Author(s)
Chen, Maehan
Abstract
The franchise business model has become quite popular in the past twenty-some years in Taiwan. Not only are the franchise companies growing in numbers, so are their chain locations. Even in the past decade of economic depression, franchise chains grown from 1,134 with 72,888 stores to 1,715 and 106,724 stores in 2009. Since the relationship between franchisers and franchisees are also a type of relationship between service providers and their customers, it is important that a study be done on the satisfaction of franchisees on their franchiser.
This study aims to look at one particular franchise company in the field of English education in Taiwan. A research questionnaire was distributed to the fund providing managers of the franchise locations, and the questionnaires were later analyzed.
Results showed that while the franchisees are satisfied with many aspects of the services provided, there are three specific areas they are not so satisfied with. Further communication with the franchise headquarters discovered that two of the areas are already being addressed, but the third has remained. Chi-square analysis was done on the third area of concern and results showed that three of the details have statistical significance with age and years of franchise with the institution.
Subjects
franchise business
franchisee customer satisfaction
English language institution
Type
thesis
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