The franchising model in South Africa : franchisee satisfaction with the franchise business format

Abstract

ABSTRACT The research was conducted in the context of the South African franchising industry. This study set out to test the applicability of the Nijmeijer framework as a tool to assess the status of a franchise system for franchisees, franchisors and any other interested parties. The Nijmeijer framework is a comprehensive framework that structures literature on franchising and outlines how franchise operational factors relate to franchise system outcomes. The study was therefore limited to investigating franchisee satisfaction within the business format cluster of factors. Data was gathered in the form of a survey questionnaire, which was distributed among franchisees in Johannesburg and Cape Town. Correlations coefficients were calculated to test relationships between format factors and franchisee satisfaction. The research could not find correlation between business format factors and franchisee satisfaction, although other studies did find correlation. This study advises those who seek to utilize the Nijmeijer framework as a tool to assess the status of a franchise system to be aware of the tool’s complexity. All research instruments and data tests must be chosen carefully. The Nijmeijer framework itself could benefit from further research and maturation.