Contribution of the Franchisor’s Initial and Continuous Support to Franchise Performance

Sourour Naffati, Karima Bouzguenda

This article investigates the impact of franchisor-provided assistance, both at the start-up phase and throughout the contractual relationship, on the financial performance of franchise units. Within franchise systems, the success of franchisees largely depends on the level of support offered by the franchisor, particularly during the launch stage and over the long term. Adopting a quantitative research design, the study is based on a sample of Tunisian franchisees operating in the retail, service, and restaurant sectors. Data were collected through a structured questionnaire and analyzed using the PLS-SEM approach to examine the structural relationships between the constructs. The findings highlight the critical role of initial assistance in facilitating the implementation of the franchise project and reducing start-up risks, thereby enhancing short-term financial performance. In addition, continuous assistance significantly contributes to the sustainability and growth of franchise units by supporting market adaptation and improving long-term financial outcomes. From a managerial perspective, the results emphasize the importance for franchisors to strengthen support mechanisms at all stages of the partnership. From a theoretical standpoint, the study enriches the franchise governance literature by demonstrating the strategic role of franchisor assistance in financial value creation.