15 Objectives of the Study The core aim of this study is to explore and

15 objectives of the study the core aim of this study

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1.5 Objectives of the Study The core aim of this study is to explore and establish the important factors that influence performance of franchisees in Nigeria. To achieve this aim, four specific objectives have been formulated and they include the following. i. To explore the important business format factors that influence franchisees’ business performance in Nigeria. ii. To examine the key terms in the franchise contracts that have influence on franchisees’ business performance in Nigeria. iii. To identify the major relationship quality factors that influence franchisees’ business performance in Nigeria. iv. To explore the important franchisees’ attitude and skills that influence their business performance in Nigeria. 1.6 Significance of the Study Given the identified gaps and the stated objectives, this study is significant in three broad areas, namely: theoretical, methodological and practical. As illustrated in table 1.2 above, this study contributes to fill five key theoretical gaps. First, given the acknowledged paucity of research in franchising (Dant et al ., 2011) and the recent
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calls (e.g Nijmeijer, et al , 2014) for more studies in different contexts on different aspects of the business model, this study adds to the existing stock of knowledge and contributes empirical evidence that will strengthen theory in the field of franchising research. With the increasing academic interest in franchising, the generation of in-depth understanding of the practice helps not just to broaden and update knowledge in the field (Doherty et al ., 2014), but also to establish franchising as a credible field of entrepreneurship research (Ketchen et al ., 2011).
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