It is suggested that franchisor should increase the relevant communication and social responsibility to
enhance the respective of franchisee perception through ongoing business assistance. Franchisors must
provide their product and service on the fact on how important ongoing business assistance through
communication and social responsibility. This is to become successful in achieving outstanding
franchisors’ performance as a perceived advantage of franchise business option from the franchisee
perspective. There are several limitations for this study such as the sample size is small and the
interdependence of this study was measured using only the franchisee to complete the questionnaires.
More studies in different industries considered the dyad data on both franchisor and franchisee to be
included in the sample for examining the convergence in the franchise system. Therefore, it is
interesting to plan the priorities for future research.