Optimising franchisee sales and business performance

Abstract

This paper aims at identifying the attributes of players in the franchising process that contribute in delivering satisfaction in purchasing and operating the outlets in Mexico. The discussion also focuses the impact of cultural diversities in franchisee selection, outlet management and achieving high performance. Franchisee relationship has been evaluated in reference to principal determinants attributing to the enhancement of satisfaction and strengthening franchisor-franchisee ties. It has been observed in the study that the performance of franchisee outlets is a function of outlet attraction, supply and manufacturing management, quality, price and promotional strategies as functional factors. Besides, relational variables including personalised customer services, leisure support and customer convenience also influence the performance of outlets. [PUBLICATION ABSTRACT]