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THE RELATIONSHIP BETWEEN FRANCHISEE AND FRANCHISOR: A QUALITATIVE APPROACH STUDY OF THE FAST FOOD FRANCHISING IN YANGON |
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| รหัสดีโอไอ | |
| Creator | Min Aung |
| Title | THE RELATIONSHIP BETWEEN FRANCHISEE AND FRANCHISOR: A QUALITATIVE APPROACH STUDY OF THE FAST FOOD FRANCHISING IN YANGON |
| Contributor | Thitapon Ousawat, Chanatip Lekhakul, Jinjuta Issariyapat, Prasert Sirisereewan |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 3 |
| Page no. | 143-158 |
| Keyword | Franchising, Franchisor-Franchisee Relationship, Franchisor Supports, Quality of Relationship, Franchisee Trust, Franchisee Performance |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This study aims to find out how do entrepreneurs perceive on relationship between franchisor and franchisee effectiveness of franchisor's supports, building up trust to have a better performance of their business. Furthermore it is to clarify the relationship between franchisors and franchisees in fast food business in Yangon, Myanmar. Franchising is fast-growth andalready been a success in global market in decades but still in an early stage for Myanmar. In this regard, many entrepreneurs in fast food franchising business are handicapped in dealing with the globally well-known brands. The contribution of previous researches about franchising has been explored in important of relationships between franchisor and franchisee. Using Leader-Member Exchange theory to develop a conceptual model to propose and explain how relationship quality can affect the important of franchisee's trust and franchisee's performance. An Exploratory research was conducted and involved gathering qualitative data using interviews. The sample considered in the study consisting 14 managers and owners in the fast food restaurant sector. This study can be deemed a new research topic in Myanmar because there are not many researches on franchisor and franchisee relationship, particularly in fast food sector. A thematic based analysis is used for this study. The properties of textual information, which detect the important structures of its communication content, are systematically identified. According to the finding of this study in franchise business, franchisor allows to use its brandname to the franchisor with the supports in kinds and cash. All 14 franchisees made the similar statement that they had supports from the franchisors. Most of the respondents agreed that the relationship between them will make their performance better because nature of franchise business is based on cooperation between franchisor and franchisee. |
