RECEIVE FACTORS OF FRANCHISING IN THE FOOD AND BEVERAGE INDUSTRY – CASE OF VIET NAM

Abstract

Business performance of franchise outlets in food and beverage industry is influenced by many factors, including transfer, receive, relation quality and environment. This study aims to clarify which and how receive factorsinfluence the performance of franchise outlets. Using the Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), the author found that the level of understanding isof great importance to receive factorsand strongly affects the performance of franchise outlets. This is a new finding in the study of franchise in food and beverage industry in South East Asia in general and in Vietnam in particular.