FACTORS INFLUENCE INTENTION TO MAINTAIN A LONG-TERM RELATIONSHIP IN FRANCHISING AT VIETNAM

Abstract

The study examines the factors in franchising that influence satisfaction
and intention to maintain a long-term relationship. Specifically, research is
proving that the factors of cooperation, support, trust, commitment, brand
value, commitment are the factors affecting customer satisfaction by
designing a questionnaire. survey and randomly send out to individuals
working in different areas of franchising. The study obtained 386 valid
answers that were coded and cleaned using SPSS and AMOS software. After
cleaning and coding, the reliability test, exploratory factor analysis, and
confirmatory factor analysis were carried out. determine CFA and test the SEM
hypothesis. Finally, draw conclusions and provide governance implications
and solutions to contribute to the study.