MODERN FRANCHISE MARKETING STRATEGY AFFECTING BRAND ENGAGEMENT OF LOCAL FRANCHISE IN EASTERN ECONOMIC CORRIDOR (EEC)
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Abstract
The objectives of this mixed method research are to study the modern franchise marketing strategies of local franchise businesses that consist of marketing on social media, customer relationship management on social media, and service marketing mix factors based on customer perceptions, and to study modern franchise marketing strategies that affect local franchise brand engagement in both the customer and business perspectives.
The quantitative research results based on data from 400 customers who consumed food and drinks of local franchises in Chon Buri province reveal that the majority of samples are females, aged 20-29 years, with bachelor’s degree educational level, with the average income of 10,001-20,000 baht per month, and with occupation as company employees. The majority of them perceive that local franchise businesses have implemented modern franchise marketing strategies at the high level. It is also found that modern franchise marketing strategies in terms of social media marketing dimension, social customer relationship management dimension, and service marketing mix factors dimension have effects on brand engagement of local franchises. This is consistent with the qualitative research results of in-depth interviews with 10 local franchise business entrepreneurs who agree that the three dimensions of modern franchise marketing strategies affect brand engagement of local franchises. Therefore, local franchise entrepreneurs should adapt their marketing strategies to cover all three dimensions to create a strong brand engagement.
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