DRIVING FORCES OF FRANCHISE PERFORMANCE

Abstract

Along with the global trend, Vietnam has experienced a rapid expansion of franchising in recent years. The number of businesses applying this business strategy in the domestic market has increased significantly, signifying a promising development in the country. Hence, the main objective of the study is to determine the crucial factors significantly affecting the business performance of franchising activities. By conducting a thorough analysis of the case study on the banh mi X chain, this study demonstrates that the business performance of franchisees can be significantly and positively impacted by trust, brand reputation, conflict management, knowledge sharing, and retention intentions. Based on the obtained outcomes, the author derives conclusions and managerial implications so as to boost the performance of this type of business