Dissertation Master's (MCC-BS)

Permanent URI for this collectionhttps://scholar.mzumbe.ac.tz/handle/123456789/427

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    Factors influencing franchisees’ business performance: A study on Tanzania Franchise system
    (Mzumbe University, 2019) Mungo, Benjamin
    This study explores factors that influence franchisees’ business performance in Tanzania. Using a model of factors influencing franchise system performance as a conceptual framework, an extensive review and synthesis of literature was done. The literature synthesis led to the development of four research issues and a preliminary theoretical framework for the research. The issues and the framework were subjected to empirical exploration using data collected through in-depth interviews. The research was conducted in two stages: preliminary stage and main stage. A total of thirty-two purposively selected franchisees participated in the study; six in the preliminary stage and twenty-six in the main stage. Data were managed and analyzed using NVivo version 11. Through the analysis, a total of twenty-one factors were confirmed as having influence on franchisees business performance in Tanzania. Fourteen of these factors are as identified in the preliminary theoretical framework while seven were newly found in the study. This study has found that four business factors namely brand name, supports, control and supervision are the most important factors influencing franchisees’ business performance in Tanzania. Based on the findings of this study, it is therefore recommended that facilities and supports are important factors for franchisee’s business performance thus franchisors should support franchisees in terms of facilities and business management knowledge, franchisors should take measures to ensure that franchisees comply with system standards and practices, franchisors should have a clear understanding of their brand names position in the market and ensure that they meet the market demand. Finally, being the first comprehensive attempt to study the practice of franchising in Tanzania, this study makes contributions to franchising literature in three important ways, namely, it reaffirms current understanding, identifies new insights and enhances contextual knowledge of the business model