Methods
Research design and sampling
The purpose of this study is to identify and empirically assess determinants of franchisee satisfaction. Based on the literature review, this study will examine and identify whether the perception of franchisee will influence the communication and social responsibility on performance of franchisor in business.
The participants in this study were the Thai franchisees, with more than 5 franchisees who are currently involved in the franchise food and beverage industry. This is because franchisors with less than 5 franchisees are “branches” rather than “franchisee outlet” and are operated by the franchisors themselves. In the other words it is like a branch rather than a franchisee outlet. Respondents of the study comprise 80 franchisees, with a response rate of 72%. Table 1 presents information on the personal demographic characteristics and business profile. Majority of the participating franchisees comprise of 85% owner, and 15% manager . With regard to gender, the data showed 63.75% are female. A majority of respondents are aged less than 50
years. Over 50% of respondents have an undergraduate education, 32% have a high school education