The Effect of Foodservice Franchise Support Systems on Franchisee Satisfaction: Moderating Effect of Management Performance

The Korean franchise industry has grown rapidly, contributing to economic and social development, yet conflicts between headquarters and franchisees persist. Prior studies mainly examined franchisees, while headquarters employees’ perspectives remain underexplored.A survey of 195 headquarters employees was conducted. Factor and reliability analyses confirmed validity. Variables included support systems (training, promotion, logistics, communication), franchisee satisfaction, and management performance. All support dimensions positively influenced satisfaction, with communication exerting the strongest effect. Satisfaction was positively associated with performance and served as a moderator. However, logistics support weakened for high-performing outlets. Correlation analysis showed strong positive relationships among all variables, especially between satisfaction and performance. Academically, this study shifts attention to headquarters employees, offering insights into internal perceptions of support systems. Practically, it suggests headquarters should adopt tailored support strategies, strengthen communication platforms, and align internal capabilities with franchisee needs to foster sustainable growth.