THE MEDIATING ROLE OF SATISFACTION IN THE RELATIONSHIP BETWEEN COST, BRAND VALUE AND INTENTION TO MAINTAIN A LONG-TERM RELATIONSHIP IN FRANCHISING

Abstract

Environmental uncertainty is a major factor influencing business
decisions. This study attempts to examine the impact of these factors on
satisfaction and intention to maintain a long-term relationship in franchising.
The study also attempts to demonstrate the role of environmental uncertainty
in the relationship between satisfaction and intention to maintain a long-
term relationship in franchising. The study collected primary data by sending
surveys to individuals working in the franchising sector, 236 valid
questionnaires were coded and processed using SPSS and AMOS software. The
results of the study showed that brand equity is the factor with the strongest
impact on satisfaction and franchise cost is the factor with a positive impact
on satisfaction in franchising. The study also pointed out the mediating role of
satisfaction and the moderating role of environmental uncertainty.