Factors affect franchisee performance in the franchising F&B industry

Abstract

The franchising industry in Vietnam has received lots of attention from international franchise brands due to its high potential growth and encouragement from the Vietnamese government in recent years. Franchisee firms play essential roles in the franchise system, representing foreign franchise brands and connecting directly to local customers. Hence, it is worth researching the determinants of franchisee performance, especially examining the roles of market orientation in the franchising industry based on franchisee perspectives. This study aims to investigate factors that affect franchisee performance through the direct effects between human capital, structural capital, relational capital, market orientation, and franchisor support based on the perspectives of franchisees through the lens of resource-based view theory. This study adopts the quantitative method and surveys the two largest cities in Vietnam. The results were from 155 respondents from top management levels in franchisee firms. Theoretically, it contributes to the franchising literature by adding the roles of market orientation, human capital, structural capital, relational capital, and franchisor support. Considering the lack of research in the franchising area in the Vietnam market, the empirically verified model describing crucial antecedents of franchisee performance offers a platform for debate, criticism, and future study.

Keywords

• đào tạo từ bên nhượng quyền
• định hướng thị trường
• vốn con người
• vốn cấu trúc
• vốn quan hệ