FRANCHISING EFFECTIVENESS IN BANGLADESH

Abstract

During the recent decades, franchising has gotten a considerable attention from researchers and practitioners alike. While numerous researches have analyzed different parts of franchising, little researches have taken the franchising effectiveness in the context of Bangladesh. Consequently, given the significance on franchising effectiveness, the absence of research on Bangladesh point of view, this research is focused on franchising effectiveness in Bangladesh. This study concentrated on franchising business currently operated in Bangladesh.

An essential involvement of this research is taking a base perspective of franchising research. This research likewise gives a detailed and holistic perspective about the consequences of franchising effectiveness. The objective of this research is to identify whether the operational, financial, marketing and franchisor related (personal) factors are influencing the franchising effectiveness in Bangladesh. So, based on those factors four research objectives, four research questions, four hypotheses were developed. The quantitative research study was led in this research which it utilized a survey through structured questionnaires from 300 franchisors who are currently operating their business in Bangladesh. Then, the gathered information was analyzed utilizing multiple regression techniques with assistance software called Statistic Package Social Science (SPSS) and the findings of the outcome were examined and clarified in this research study.

This research will help to enrich the gap of studies on franchising effectiveness in Bangladesh. Besides, this research will also provide a platform for the future studies to refer when researchers study on franchising effectiveness in Bangladesh.