An Empirical Research On Factors Affecting Franchise Chain Franchisee Loyalty

With the rapid development of enterprises, franchise operations form becomes themain way to the rapid expansion of many companies. Franchisee becomes a keyresource to the franchise system to gain a competitive advantage. Therefore, for thefranchise business, franchisee loyalty becomes the core resources that franchisinghave a good development and success or failure.This study first reviews theoretic researches of factors influencing the relationshipbetween franchise and franchisee. Based on theories of Consumer Loyalty Model, andOrganization Loyalty Model, we construct one model for analyzing factorsinfluencing franchisee loyalty. We select the franchisee from Guangzhou, Zhuhai,Dongguan, as object of study, collected the210valid samples, using Spss17.0software empirical test the seven factors of pursuit of franchisees, conflict zones,relationship of trust, collaboration communication, switching costs, leadership andfranchisee satisfaction on the franchisee role in promoting franchisee loyalty. Theresults show, the pursuit of franchisees, collaboration communication, switching costsand leadership has significant impact on franchisee loyalty.Uunexpectedly, conflictzones, relationship of trust and franchisee satisfaction has no significant effect onfranchisee loyalty.