Abstract
The self-service laundry industry has witnessed significant growth and popularity, with self-service laundry franchises emerging as a lucrative investment option. This research investigates the critical success factors (CSFs) and resource scarcity theory that influence the success of self-service laundry franchises in Samut Sakhon, Thailand. The study employs a qualitative approach, conducting in-depth interviews with 25 franchisees operating in the region.
 The findings reveal key CSFs that significantly impact franchise success, including strategic location selection, equipment quality and maintenance, competitive pricing, effective marketing strategies, outstanding customer service, and hygiene standards. The franchisor-franchisee relationship, characterized by mutual support, open communication, and shared values, is also found to play a crucial role in franchise performance. Moreover, resource scarcity theory influences franchisee decision-making, providing access to established brands, operational expertise, and technology. Franchisors' resources, such as training, brand recognition, and marketing support, synergistically combine with franchisee resources to enhance overall performance.
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