To identify the key determinants for successful performance in franchising: a study of Pakistan's fast food industry
Creators: name: Sharif, Farhan
Publisher: name: Zenodo
Year: 2024

description: In this contemporary world of globalization, businesses look for the ways to expand their business internationally and attain competitive advantage from their global presence. In this regard, franchising is a well-known business arrangement, yet underexploited, that attains an extensive portion of business, outside the local boundaries. This study sought to empirically investigate the key determinants of successful franchises entering into the Pakistani fast food market. The key success factors are sought from both the franchisee and customer perspectives through a combination of research methodologies i.e., quantitative and qualitative research methodology. In other words, a mixed method approach.This study used questionnaires as the source of collecting data from a sample size of 385 respondents through an online survey method and then analysed them using the SPSS statistical software, to quantify the results and interpret them. In addition, this study also collected data by conducting semi-structured interviews with the franchisees and managers of fast food franchises in Pakistan and by conducting focus group discussion with customers to attain varying perspectives about key success factors of the fast food franchises operating in Pakistan. The combination of both research methods enriched study with different perspectives of both customers and franchisees and provides overarching results for the current study. The findings of the study yielded some useful information to the prospective customers and franchisors who want to gain access to the Pakistani fast food market in upcoming years. Online survey strategy is used for carrying out both research methodologies because of the existing pandemic situation by COVID-19 that did not allow for field survey. However, the limitation of online survey strategy is, the delayed response from respective respondents; but this element was adequately handled by the researcher through a continuous reminder of emails and reminder posts on relevant social media platforms where the questionnaire was uploaded. As reflected from the findings of the study, product mix, convenience, price of products, atmosphere, business concept and managerial competence, brand equity and brand image were the key determinants of successful fast food franchises in Pakistan. Such findings can be used by fast food franchisors who want to establish successful businesses in Pakistan and other same regions in South Asian market. The study findings have practical implications for marketers, practitioners and future researchers who want to consider the factors affecting the revenue growth of the company because directed interventions may be needed to execute sustainable strategies by franchisors. This study may act as a catalyst for emerging and essential activity in Pakistan and other developing countries.The study has contributed a lot of knowledge on how to operate a successful fast food chain franchise in Pakistan. Through analysis of data collected, areas of improvement as well as recommendations have clearly sufficed, advancing the need for this study. It also expresses the need for future research to be conducted in this particular area of business to bring out new and better ways of doing franchising in the fast food industries, not only in Pakistan, but around the globe. The study also touched upon the impact of Covid in the fast food franchise industry in Pakistan which will serve as a basis for future research. The success of any franchise operation, besides fast food, may be gladly boosted by this study