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RESEARCH PRODUCT

A Comparison of Finnish and United States Franchisee Satisfaction

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This paper investigates, using a multi-dimensional model, differences between franchisee satisfaction in Finland and the United States. Comparison of Finnish and American franchisee satisfaction levels is made across eight dimensions of franchisee satisfaction. Data was collected using a postal survey of Quick Service Restaurant (Hamburger) franchisees in Finland and the United States. Results show franchisees in Finland and the United States are overall equally satisfied. Data analysis revealed that for four of the eight dimensions, franchisees in both countries have statistically equal levels of satisfaction. However, for the other four dimensions, a statistical difference exists between franchisee perceptions in the two countries. United States franchisees are more satisfied than Finnish franchisees with the financial, entrepreneurial control, communication and franchise contract dimensions.A multiple regression model of franchisee satisfaction is able to explain 89 percent of the variation of franchisee general satisfaction with the variation of seven dimensions; financial, relation, support services, brand image, entrepreneurial control, contract and training.Future research comparing franchisee satisfaction among various countries should be undertaken to comprehend differences in franchisee satisfaction between countries. Models explaining cross-cultural differences should be employed to explain different results for different countries.