Factors affecting the success of convenience store franchise businesses in Bangkok and Metropolitan Area

Abstract

              The objectives of this article are 1) to study the success level of the convenience store franchise business in Bangkok and the surrounding area 2) to study the factors affecting the success of the convenience store franchise business in Bangkok and Metropolitan Area. The research format is quantitative research. A questionnaire was used as a tool to collect data from 361 sample groups of convenience store franchise operators in Bangkok and Metropolitan Area. Data were analyzed using frequency, percentage, percentage, mean, and standard deviation. and multiple regression analysis The results of the research found that 1) The overall success of the convenience store franchise business is at a high level of importance. In terms of having a profit Good internal management process Stakeholder satisfaction and learning and development, respectively. 2) Brand Equity perception factors Marketing strategy and organization adaptation affects the success of the convenience store franchise business in Bangkok and Metropolitan Area