As discussed above, the purpose of this study is to identify and empirically assess determinants of
franchisees’ satisfaction. Based on the literature review, this study will examine and identify whether
the perception of franchisee will influence communication and social responsibility on performance of
franchisor in business. The conceptual framework of this study has been developed as below
The important theory that underlies the basic framework and hypothesized relationships in this study is
derived from social exchange theory. This theory is applicable to individuals, groups, organizations and
business corporations.