After developing and publishing a recent survey, an Australian based franchise business highlights for franchise industry professionals certain key aspects that affect the success of franchisees and their contentment in the system. The Franchise Relationship Institute’s (FRI) Franchisee Effectiveness Survey features 2401 respondents located in Australia, New Zealand, and South Africa.
The survey offers franchise pros around the world a look at how franchisees in these areas view their role in franchise systems. In terms of respondents, quite a bit of overlap in certain statistics exists between this survey and the recent Franchise Industry Survey released earlier this year by Franchise Direct. Most respondents in the FRI report are male at 61 percent compared with 39 percent female, and average age is 47 for respondents across the board. Responses offer franchisors a more detailed concept of what their franchisees and others in their same or different industries have on their minds in terms of satisfaction or lack thereof.
According to the FRI survey, over half at 62 percent of franchise operators spend at least 40 hours a week in their franchise location with only 9 percent there less than 20 hours per week. Though 20-30 hours a week came out on top for franchisee satisfaction, 40-50 hours a week was ranked as best for performance of the franchise, while 60+ hours was directly linked with dissatisfied franchisees. Naturally the more streamlined the system without requiring excessive direct hands-on management, the better for franchise owners, though overall performance clearly is benefited when owners are hands-on and present in their location to support its success.
The survey results also reveal a strong link between a few key areas and the performance of the business: the degree to which franchisees exhibit passion for the brand while maintaining a positive outlook, and strong family and social support in their personal and business lives. With each of these strengths, the franchise’s profitability and the franchisee’s interaction with the system excelled.
How do the survey results comment on building strong brand promoters in a franchise system? According to the report, franchisors must offer their valuable franchise partners integrity in the way they deal with franchisees and the entire system, as well as competence and care taken that truly builds on franchisee pride for not only the brand but the people behind the brand working within the system. Additionally, the report reveals franchisees most satisfied when they are operating in a full-time oversight position without excessive operational focus, while least satisfied were not involved enough.
Franchising across the globe may differ in certain aspects such as the types of businesses that do well, the concepts that appeal to locals, and the cultural distinctions in executing brand awareness and appeal. Some of the key qualities of the franchise industry nevertheless remain the same, as the industry is essentially a human one, and those franchise systems honoring basic core values that support human development and respect each operator ultimately score highest, often in terms of franchisee satisfaction as well as success (whether locally or internationally). To find out more about the Franchise Relationship Institute and the survey, visit here.