Collaborative Communication and Franchise Satisfaction: A Qualitative Case Study

The specific problem of interest was that the importance of collaborative communication between franchisor and franchisee related to the longevity of the food service franchise was not well understood. The purpose of this qualitative holistic multiple case research study was to explore the phenomena of collaborative communication between a franchisor, a franchisee, and its effect on the failure or success of the franchise. The quick casual food service franchise organization that was the focus for this study has been referred to as Corporation X sandwich franchise to protect its anonymity. The sample consisted of six Corporation X sandwich franchisees. An open-ended survey was used to gather data from all participants. The results of the study revealed that the franchisees overall were satisfied with the traditional modes and methods of collaborative communication used by the franchisor. The researcher found that the franchisees were dissatisfied with the reciprocal aspect of collaborative communication and certain aspects of the Corporation X communication methods. The conclusions of the research have shown that the positive effect of optimal collaborative communication can minimize the propensity of the franchisee to leave the franchised relationship. A correlation existed between collaborative communication and a franchisees desire to remain in the franchised business. Recommendations for future research include the replication of this study using a variety of food service franchised organizations across the country. Future practical research could include the collection of data from both sides of the franchisor/franchisee relationship. This research may yield further evidence as to the correlation between collaborative communication and franchisee satisfaction.