Effect of Franchise Management Strategies on Organizational Success of Franchise Businesses in Thailand

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วรพงษ์ ลาภสถาพร ธีรพรรณ อึ๊งภากรณ์ คมกริช วงศ์แข

Abstract

The purpose of this study is to study the effects of franchise management strategies on organizational success of franchise businesses in Thailand. Data were collected from 115 franchise executives and questionnaires were used as a tool and statistic in analyzing. The Statistics used for analyzing the data were multiple correlation analysis, and multiple regression analysis. Results revealed that: 1) configure permissions positively effect on organizational success in overall as well as in aspects of finance, customers, internal process and learning and development; 2) performance standards negatively effect on the organizational success in overall, as well as in aspects of finance, customers, internal process and learning and development; 3) franchise recruiting and right selection negative effect organizational success in overall, as well as the aspects of customers and internal process. Subsequently, franchise administrators should focus on franchise management strategies, especially on configure permission and charging fees. Charging fee should be based on costs and returns in order to be the same standard and to archive the organizational goal.

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Research Article