services to the end customers, on behalf of the service principal. e impor-
tance of franchisees has been discussed in “Services Marketing Insight:
Franchisee Satisfaction Is the Key”. Franchising involves a contractual
arrangement between a franchiser (service principal) and a franchisee. It
allows the franchisee to conduct service business under the established brand
name of the service company, following guidelines. In service franchising,
there is more interactive relationship between a franchiser and a franchisee.
“e franchisee receives assistance on site location, quality control, account-
ing systems, start-up p
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