THE EFFECT OF FRANCHISOR INPUTS ON THE PERFORMANCE OF THE FRANCHISEES IN FOOD AND BEVERAGE INDUSTRY

The main intention of this survey is to examine the effect of franchisor inputs on the performance of the franchisees in the food and beverage industry, which is one of the most significant business and popular recently in Myanmar. In this study, 57 respondents of the franchisees work as owners, general managers, and branch managers in Yangon surveyed by using structured questions. This study found that franchisees from the food and beverage industry are also positively satisfied with franchisor inputs. On brand value, training & knowledge transfer, operational support, communication & feedback, contractual integrity, and trust and financial supports in each different level and immediate results of the inputs as well as the expected results in the future. Moreover, most of the franchisees are having very high positive effect satisfaction related to operational support. Based on these results, it concluded that increasing the inputs of franchisor performance to the franchisee engagement, although growing support practices impact the relationships for franchisees. Improving dedication relationships displays franchisees' achievements that have evolved to be a highly effective franchising system. The current franchising system kept being created like a successful business efficiently