Influence of Franchising on the Success of Fast-Food Restaurants in Nairobi City County, Kenya
| dc.contributor.author | Tundura, Janet Okeng’aya | |
| dc.date.accessioned | 2025-04-04T06:35:15Z | |
| dc.date.available | 2025-04-04T06:35:15Z | |
| dc.date.issued | 2024-11 | |
| dc.description | A Thesis Submitted in Partial Fulfilment of the Requirements for the Award of the Degree of Master of Science in Hospitality and Tourism Management in the School of Business, Economics and Tourism of Kenyatta University, November 2024 Supervisor: 1.Vincent N. Maranga 2.Beatrice N. Kamau | |
| dc.description.abstract | Franchising concept is a multidimensional structure that controls a tiny proportion of the global business. Fast-food restaurants sector has expanded globally through the franchising arrangement in spite of operating in a competitive and unpredictable environment. The study assessed influences of franchising on success of fast-food restaurants within Nairobi City County. Specific objectives for this study were; to evaluate the application of the franchising model on the success of fast-food restaurants, to establish the influences of franchising trends on the success of fast-food restaurants, to establish the impact of Convenient Location on the success of franchised fast-food restaurants and, to investigate the moderating effects of the franchising strategy on the relationships between influence of franchising and, the success of fast-food restaurants. The significance of this study was to provide a framework for the development, adoption and, implementation of franchising models that support growth and, development of franchises in Kenya. The study adopted an embedded mixed method research design and target population of 438 participants comprising of 27 restaurant managers, 27 supervisors and 384 customers. All the respondents were drawn from 27 franchised fast-food restaurants within Nairobi City County. A sample 404 respondents were considered where purposive sampling was applied for managers and supervisors and convenient sampling technique for customers. Pretesting exercise calculations produced a 0.753 reliability coefficient, indicating that the tools used in the collection of data were reliable with an output of coefficient alpha above 0.70. Data collection instruments included questionnaires for customers and supervisors and an interview schedule guide for restaurant managers. Qualitative data obtained was ordered, coded and, summarized into specific objectives as thematic areas while quantitative data analysed through the inferential and descriptive statistics. Descriptive analysis was conducted on numerical data and presented in tables in additional correlation and regressions analyses on hypotheses. 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. Results established that there was a statistically-significant influence of franchising model on success of fast-food restaurants (p=0.000<0.05). The findings also established the trends in franchising and success of fast- food restaurants had a statistically-significant correlation (p=0.000<0.05). Analyses established a significant correlation between convenient location and success of franchised fast-food (p=0.000<0.05). Additionally, the study established that there was a statistically-significant relationship between the strategy in franchising and the Success of fast-food restaurants variables (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 application franchising model, trends in franchising, location and convenience, and strategy in franchising explained 61.5% of success of franchised fast-food restaurants. From the ANOVA table, the F value (15.617) was greater than the F value calculated (3.272) at the 5% level, which confirmed the value of the model. From Multiple Regression coefficients table, the resulting F-value (3.654) and p-value (0.001<0.05) confirmed that the franchising Strategy had a positive-significant relationship and moderating effect on the Predictor and dependent variables. The study recommended that the practitioners and policy makers develop, adopt and implement the franchising model and create awareness about its benefits for the success of fast-food restaurants. The study also recommended further research on the remaining proportion of factors (38.5%) that accounts for other variables not studied | |
| dc.description.sponsorship | Kenyatta University | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/29908 | |
| dc.language.iso | en | |
| dc.publisher | Kenyatta University | |
| dc.title | Influence of Franchising on the Success of Fast-Food Restaurants in Nairobi City County, Kenya | |
| dc.type | Thesis |