Factors Affecting the Success Decision to Purchase Thai Franchise Businesses Management of Customers Interested in Becoming Entrepreneurs: The Study of a Causal Relationship Trade Model
This research paper presents was to investigate the significance of factors affecting the decision selection of Thai franchise businesses and to compare the differences of factors affecting franchise selection among those interested and can be classified by personal factors. The population used in study is all interested of customers in franchise business management in Thailand. Data were collected from the population sample was 495 sample entrepreneurs of business groups using the probability sample. The questionnaire was used as a research tool. The statistics used in the data analysis were percentage, mean, standard deviation (SD), t-test statistics and one-way analysis of variance (ANOVA). This research was to study factors and in Thai franchise business develop the causal relationship trade model of factors affecting the success decision of the Thai franchise business and to examine the fitness of the model and empirical data, which collected with the questionnaires to analyze the model with statistical program. The results from this research is found that a causal relationship trade model of the factors affecting success of Thai franchise businesses and empirical data were consistent, there are four factors in five factors that affecting success of Thai franchise businesses were; franchisor support, franchisor communication efficiency, relationship between the franchisor and the franchisee and brand equity. Each factor affected in a causal relationship trade model.
Keywords- Thai franchise business, Causal relationship, Franchise support factors, Purchase decision, Success.