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
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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- Summer '17
- Iking
