Marketing relationship between franchisor and franchisee: two proposing models

TL;DRAbstract

Since there has been little empirical research into franchise relationships, particularly from the perspective of the franchisees this paper looking for fulfills this gap. Its main goal specifically is (1) to present some propositions which, theoretically, contribute to explain franchisee’s satisfaction, presenting two theoretical models, (2) to present the conceptual definitions of the constructs involved in the satisfaction context, and (3) to discuss the methods used by other authors for measuring these constructs, presenting a list for future researchers develop better the topic. The main conclusion is that “how to measuring satisfaction in the channel member satisfaction” maintains a dilemma. It appears that this topic remains unresolved, despite the fact that satisfaction (per se) is a mature topic.

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