Franchisor's ongoing support and franchisee's satisfaction: a case of ice cream franchising in Korea

Abstract

Purpose The primary purpose of this research is to investigate franchisees' satisfaction based on franchisors' pre‐opening support, central purchasing, congeniality and ongoing business support. Design/methodology/approach The sample was drawn from ice cream franchising operations in Seoul, South Korea, and its vicinity. Personal interviews were conducted, followed by a self‐administered questionnaire. Findings The franchisees learned about their business opportunities through friends and relatives. The brand recognition by the consumer is the major motive for franchisees to engage in franchising. While franchisees are least satisfied with their franchisors' ongoing business support, they are most satisfied with central purchasing support from the franchisor. Practical implications The study offers valuable insights for strategic management as to recruitment, selection, and ongoing support provided by franchisors. Originality/value This research is particularly valuable to franchisors who are contemplating expanding their franchising business internationally.