Discussion and Implication
The findings showed communication have a positive relationship with the franchisors’ performance. It
can be concluded that communication is an important factor for franchisees’ satisfaction which is a Furthermore, ongoing business assistance is the contribution in the franchise business system.
Ongoing business assistance provides additional effect in the relationship between franchisor and
franchisee. The study revealed that communication and social responsibility through the ongoing
business assistance are able to rationalize and optimize key decision making of franchisors in order to
stay competitive in the franchise food and beverage industry. From the results it can also be deduced
that the mediating effect of ongoing business assistance can support the relationship between franchisor
and franchisee. It is also essential to support small and medium size companies because entrepreneurs
who are involved in the franchise businesses can achieve sustainable profitability. Henceforth, it is
expected that Thai franchises would be able to organize these advantages to the interest of franchise
business.
Moreover, this study is meaningful and useful to small and medium size companies involved in
franchise businesses. Henceforth, this study offers a number of important implications that would be
able to enhance academic and future practices in the knowledge of franchise business. This will be
described in the following manner.