VII. CONCLUSION AND RECOMMENDATIONS
Based the finding of the study and discussed the results,
the finding of this study still have important implication to
theory and practice. The findings of the study provide
evidence on the empirical justification in the relationship
between franchisor and franchisees. The results obtained in
this study are in line with the survey conducted previously in
the other countries. This study investigates the selection
criteria using franchisees who are currently doing the
franchise business. The results show that Thai franchisor on
food and beverage industry should increase the relevant
relationship marketing to enhance franchisee perception
through perceived franchisor support. However, for the
future research, should be conducted on data from the
franchisee that is already out of business. Because it is might
measure franchisors’ performance through the franchisee thathas experience in the business and already decision to leave
from franchise market. Furthermore, the data from franchisor
might also be useful as then the perceptions of both
franchisor and franchisee can be examined. Thus, future
researches may want to consider the dyad data analysis to
include in the sample that helps the study examine the
convergence in the franchise system.