Title:
Evaluating the Influence of Franchising Trends on the Success of Fast Food Restaurants within Nairobi City County

Authors:
Janet Okeng’aya Tundura,Vincent N. Maranga, Beatrice N. Kamau, Kenya

Abstract:

Franchising concept is a multidimensional structure that controls a tiny proportion of the global business. This study assessed influences of franchising on success of fast food restaurants within Nairobi City County. The objective for this study was to establish the influences of franchising trends on the success of fast food restaurants. The significance of this study was to provide a framework for the development, adoption and, implementation of franchising concept in Kenya. The study adopted a cross-sectional descriptive research design and target population of 438 participants drawn from 27 franchised fast food restaurants. A sample 404 respondents were considered where purposive sampling was applied for managers and supervisors and convenient sampling technique for customers. A total of three hundred and two (302) usable responses were obtained yielding an 86.29% response rate which was considered sufficient to manage generalization on the subject under study. Multiple regression analysis was applied in evaluating the impacts of predictors on the study’s dependent variable. The findings also established that trends in franchising and success of fast food restaurants had a statistically-significant correlation (p=0.000<0.05). The R-value obtained at 0.829 denoted a high correlation degree between predictors and the adjusted R2 was 0.615. This indicated that trends in franchising explained 61.5% of success of franchised fast food restaurants. The study recommended that the policy makers develop, adopt and implement the franchising to reap its’ benefits in fast food restaurants. The study also recommended further research on the remaining proportion of factors (38.5%) that accounts for other variables not studied.

DOI: http://dx.doi.org/10.51505/ijaemr.2024.9201