Article: Antecedents of economic and non-economic satisfaction in a franchise context Journal: International Journal of Enterprise Network Management (IJENM) 2025 Vol.16 No.1 pp.88 - 107 Abstract: Despite the interpersonal and interdependent relationship between franchisors and franchisees where both parties act and work together, the franchisor-franchisee relationship is often strained due to differing individual goals and roles between the franchisor and the franchisee. Although it would seem logical to assume that relationship marketing would, accordingly, be very relevant to franchising, there is a lack of research exploring relationship dynamics in a franchise context - and specifically so from a franchisee's point of view. This paper addressed this gap by exploring the antecedents of economic satisfaction and non-economic satisfaction, because franchisees' satisfaction will determine whether they stay in, or leave, a franchise relationship. Data were collected from 415 South African franchisees operating in 17 franchise sectors. Results revealed franchisees' non-economic satisfaction was positively influenced by their service quality, information exchange and economic satisfaction perceptions; and that service quality also predicts economic satisfaction. Positive relationships were furthermore established between service quality and information exchange, with franchisees' sense of autonomy, in turn, influencing both their service quality and information exchange perceptions. Inderscience Publishers - linking academia, business and industry through research

Title: Antecedents of economic and non-economic satisfaction in a franchise context

Authors: Margaret Theresé Constantaras; Pierre Mostert; Göran Svensson

Addresses: Department of Marketing Management, University of Pretoria, Private Bag X20, Hatfield, 0028, South Africa ' Department of Marketing Management, University of Pretoria, Private Bag X20, Hatfield, 0028, South Africa ' Institute of Marketing, Kristiania University College, PB 1155 Sentrum, 0107 Oslo, Norway

Abstract: Despite the interpersonal and interdependent relationship between franchisors and franchisees where both parties act and work together, the franchisor-franchisee relationship is often strained due to differing individual goals and roles between the franchisor and the franchisee. Although it would seem logical to assume that relationship marketing would, accordingly, be very relevant to franchising, there is a lack of research exploring relationship dynamics in a franchise context - and specifically so from a franchisee's point of view. This paper addressed this gap by exploring the antecedents of economic satisfaction and non-economic satisfaction, because franchisees' satisfaction will determine whether they stay in, or leave, a franchise relationship. Data were collected from 415 South African franchisees operating in 17 franchise sectors. Results revealed franchisees' non-economic satisfaction was positively influenced by their service quality, information exchange and economic satisfaction perceptions; and that service quality also predicts economic satisfaction. Positive relationships were furthermore established between service quality and information exchange, with franchisees' sense of autonomy, in turn, influencing both their service quality and information exchange perceptions.

Keywords: autonomy; service quality; information exchange; economic satisfaction; non-economic satisfaction; franchising.

DOI: 10.1504/IJENM.2025.144617

International Journal of Enterprise Network Management, 2025 Vol.16 No.1, pp.88 - 107

Accepted: 09 Jun 2024
Published online: 25 Feb 2025 *

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Title: Antecedents of economic and non-economic satisfaction in a franchise context

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