Examining and Identifying the Determinants of Franchise Operation Success in Chain Café–Restaurants
Keywords:
Franchise, Satisfaction, Standardization, Marketing, Social Responsibility, Chain Café–RestaurantsAbstract
The present study investigates and identifies the factors influencing the success of franchise operations in chain café–restaurants. This research is applied in purpose, exploratory–explanatory in approach, and qualitative in methodology. The statistical population consists of owners and managers of chain café–restaurants across the country, from whom eight participants were selected through purposive snowball sampling. To analyze the qualitative data obtained from the interviews, content analysis was conducted and grounded theory was implemented based on the Strauss and Corbin approach. According to the findings, 27 components categorized into 10 main dimensions were identified as determinants of franchise operation success in chain café–restaurants, including franchisor conditions, franchisee conditions, mutual satisfaction, process standardization, interaction and communication management, marketing strategies, macro (external) factors, organizational factors, social responsibility, and franchise operation success. The results indicate that franchisor conditions and franchisee conditions lead to mutual satisfaction between the franchise parties; this satisfaction, in turn, facilitates process standardization and the management of interaction and communication. In this framework, marketing strategies and macro or external factors function as contextual conditions, while organizational factors and social responsibilities serve as intervening variables influencing the strategies of process standardization and interaction and communication management, ultimately resulting in franchise operation success, manifested through the growth of operational performance and financial performance. Overall, the findings demonstrate that the success of franchise operations in the chain café–restaurant industry requires strategic planning, precise operational execution, and the creation of sustainable value for customers and franchise stakeholders.
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Copyright (c) 2025 Mohammad Ali Ajorloo (Author); Darioush Jamshidi; Shahriar Ansari Chaharsoqi, Morteza Ghorbani (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
