Research on Factors Affecting the Intention to Maintain a Long-Term Relationship in Franchising in Vietnam

Abstract

Purpose: This study examines the factors in franchising that influence satisfaction and intention to maintain a long-term relationship. Theoretical framework: This study applies the theory of consumer behavior to prove that the factors of cooperation, support, trust, commitment, brand value, and commitment are the factors that affect customer satisfaction through table design. Design/Methodology/Approach: This study obtained 386 valid answers that were coded and cleaned using SPSS and AMOS software, after cleaning and coding, the reliability test, exploratory factor analysis, and confirmatory factor analysis were carried out to determine CFA and test the SEM hypothesis. Findings: This study shows that four independent factors are trust, cooperation, brand value, and cost, which are factors that indirectly affect the intention to maintain the relationship in franchising, franchise through the intermediate variable is satisfaction. Research, Practical & Social implications: This study proposes a number of governance implications to increase the intention to maintain the franchisor-franchise relationship. Originality/Value: This study examined the factors that indirectly affect the intention to maintain the relationship in the franchise system through the mediating variable. At the same time, the study also tries to clarify how the influence of the identified factors has an indirect effect on the intention to maintain a relationship in the franchise.