Understanding Human Resources Best Practices in Franchise Relationship Management: Franchisors' perspectives

Abstract

Franchising greatly impacts the business landscape and is a crucial vehicle in business ownership. As franchising increases its share in the industry, achieving brand standards, effective communication, and strong partnerships with franchisees have become difficult for franchisors. Over the past few years, researchers have been investigating a solution to gain a competitive advantage that falls under relationship franchising. This involves strengthening franchisors' relationships with their franchisees. The present study explores franchise relationship management in Malaysia, focusing on effective human resource management perceived by franchisors. Six in-depth interviews were conducted with franchisors from the food and beverages industry who are owners or decision-makers in their businesses. Interview questions captured. Emergent themes revealed; consistent training, effective communication, and standardised policies. These practices are crucial for strengthening franchisor-franchisee relationships, enhancing operations, and ensuring long-term success. The findings provide valuable insights for improving franchise networks, with recommendations for future research to benefit the Malaysian franchise industry.