One of the international market entry strategies: A research on customer satisfaction in franchising in Milas

Franchising, "Using the name right" has found a wider environment in the globalizing world. In this way, the competition between enterprises has increased, all firms focus on customer satisfaction by fulfilling their customer expectations. The purpose of this study is; to analyze the impact of customer expectations on customer satisfaction and to reveal which customer expectation has more impact on customer satisfaction. In the first and second part of the study, franchising, customer satisfaction and customer loyalty concepts are explained respectively. In the third part of the study, the survey including 500 customers of a fast-food restaurant in Milas and the results obtained from this survey are available. The reliability of the surveys is controlled by the SPSS 22 program and also analyzed by factor analysis, T-Test analysis, ANOVA analysis, correlation analysis and regression analysis method. According to the results; it has determined a positive relationship between customer expectations (expectations from the business, from the service and staff, from the food and especially from the atmosphere) and customer satisfaction.