How France's potential franchisees reach their decisions. A comparison with franchiseers' perceptions

This article discusses a study that attempts to reach a better understanding of how the potential franchisees come to their decisions and attempts to compare this process with franchiser's perceptions. It initially focuses on the identification and on the decision-making process of French potential franchisees. Subsequently, applicants' answers are compared with those of the franchisers. Data were gathered at the annual franchise show, the Salon de la Franchise, held in Paris. Gap theory explains how differences from expectations between the service provider and the customer can affect the perceived quality of the franchise package. Questionnaires were given to potential franchisees and franchisers. The past experience of the potential franchisee is described with the typical items including age, experience, and educational qualifications. Potential franchisees' answers are reviewed. The study's results regarding the criteria employed in choosing the franchise format and in selecting a specific franchise are compared to those achieved by earlier empirical studies. This investigation portrays potential franchisees and suggests that they do follow an order of precedence in choosing a franchiser.