Power, communiction and commitment in a successful franchisor-franchisee relationship of homegrown Filipino franchises

• Main Authors: Chan, Marissa Janice C., Co, Vincent C., Go, Sherwin Romy L., Jao, Katherine U.
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Franchises (Retail trade); Success in business; Job satisfaction
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14663
• Institution: De La Salle University

The franchisor-franchisee relationship is at the center of successful franchising. Despite the boom in the Philippine franchising industry, we found little focus has been directed towards the homegrown franchise, more so regarding the relationship between the franchisor and the franchisee. We proposed power, communication and commitment as relationship marketing factors that are most relevant considering this type of business set-up. This study then focused on the degrees of correlation between each of these 3 factors and a successful franchisor-franchisee relationship. After surveying franchisees of 2 homegrown firms, we found that power, communication and commitment each play a unique and significant role in a successful franchisor-franchisee relationship.