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Food Cart: The Importance of Brand Recognition, Support, and Retention to Franchise Business
Angelyn C. Dy Tioco
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DOI:10.17265/2328-2169/2021.06.005
La Consolacion University Philippines, Bulacan, Philippines
The purpose of this study is to collect data from the owners of food cart businesses. This study benefits the franchisors in a way of learning the importance of the support, brand recognition, and retention of a franchise business. This may also convince young or future entrepreneurs to consider that franchising is a starting business amidst pandemic. Descriptive research is used in the study. The main instrument used of gathering data was questionnaire. In this study, the Pearson’s correlation shows that the dependent and independent variables are highly correlated in which the brand recognition and perceived franchise support have an effect to the intention of retaining the franchise system positively and significantly. Furthermore, franchisor considers the opinion of the franchisee that they care about the general satisfaction and does not take advantage of the franchisee. The brand recognition is strong, as well as respected and considered it as an asset of the franchise business. The study also shows that the franchisee has the intention of retaining the franchise system and consider of introducing the franchise system to others as they consider it as their first priority.
food cart, franchise, franchisor, franchisee
Journal of Tourism and Hospitality Management, Nov.-Dec. 2021, Vol. 9, No. 6, 381-390 doi: 10.17265/2328-2169/2021.06.005
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