Franchisee Role Perceptions and Expectations: A Study in Taiwanese Franchise Industry

This study explores the relationship between franchisee role perception and importance given to various expectations associated with franchising (i.e., franchisor-support, independence, franchisor's market value, being entrepreneurial, and family). The data for this study were collected from franchisees in the Taiwan franchise industry. The results indicate that Taiwanese franchisees who have a balanced (and high) role perception about being a franchisee (i.e., franchisee is both an owner and a manager) gave more importance to the focal expectation dimensions. Next, all three franchisee groups gave highest importance to franchisor's market value, followed by franchisor support, independence, family, and the lowest importance to being entrepreneurial. These findings have interesting implications for role clarification and formation and fulfillment of franchisee expectations, especially in international markets.