Successful Model of Convenience Store Franchise Business in Bangkok and the Surrounding Areas

Abstract

The objectives of this research were 1) to examine the level of success in convenience store franchising in the Bangkok Metropolitan Area, exploring aspects such as brand awareness, marketing strategies, and organizational adjustment; 2) to investigate the factors contributing to the success of convenience store franchising in this area; 3) to propose guidelines for the model of success in convenience store franchising in this area. This research employed mixed-methods research. The quantitative research involved a sample of 320 convenience store franchise operators located in the Bangkok Metropolitan Area, employing a stratified random sampling method. Data collection was carried out through the administration of questionnaires, and subsequent analysis was conducted using structural equation modeling techniques. For the qualitative component, in-depth interviews were conducted with key stakeholders, including the president of the Thai Franchising Association, the president of the Convenience Store Franchising Association, and representatives from convenience store franchise operators, totaling 11 participants. Data obtained from these interviews were subjected to content analysis.

The research outcomes revealed that 1) according to the opinions from respondents, success in convenience store franchising hinged primarily on organizational adjustment, followed by brand awareness and marketing strategies in descending order; 2) brand awareness emerged as the most influential factor contributing to success in convenience store franchising in the Bangkok Metropolitan Area, followed by marketing strategy and organizational adjustment; and 3) has developed a newly developed model or called “BMOF Model” which is a model for entrepreneurs to use as a guideline for developing the success of convenience store franchise businesses in Bangkok and its vicinity.