ABSTRACT

In business format franchise system, developing and providing efficient support to franchisees and thus,satisfying them are very important in gaining competitive advantage. A franchise is the synergeticcombination of a franchisor and franchisee working together to better serve customers, and the success offranchise system is a function of how well the franchisor and franchisee perform, together and separately. This study focuses on small franchisees in which the owners serve customers directly. The purpose of thisstudy is to investigate the influence of franchisee satisfaction and service orientation on customer satisfactionand repurchase intention. Based on previous studies, research model and hypotheses are developed andtested. All suggested hypotheses are supported. As a result of this study, the franchisee’s satisfaction and theservice orientation have a significant effect on the customer satisfaction and the customer repurchaseintention

KEYWORD

Franchisor, Franchisee, Service Orientation, Customer Satisfaction, Repurchase Intention

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