Factors influencing franchisee satisfaction in Malaysia

According to Malaysia Franchise Association (MFA), the franchising business started in Malaysia since 1850 with the establishment of a sewing company named Singer that has started the franchise business by granting exclusive distribution to selected distributors or known as franchisees. The franchisee satisfaction is a state of positive feelings or attitudes being achieved when the expectations on economic and psychological gains are met in several aspects of the franchisee relationship with franchisor (Eser, 2012). Thus, this study was conducted to identify the factors which influencing the satisfaction among the franchisee in Perak, Selangor and Kuala Lumpur. A survey was conducted among 118 respondents of franchisee aged between 19 to 66 years and above. This study found that franchisee satisfaction had positive associations with job characteristics and goal attainment.