MANAGING A FAST-FOOD FRANCHISE: ACHIEVEMENT MOTIVATION AND CHALLENGES TO ENTREPRENEURS

Abstract

The study sought to determine the level and relationship of achievement motivation,
entrepreneurial challenges, and performance of the franchisees. Various variables
corresponding to entrepreneur required skills and franchisee’s service quality were carefully
analyzed and processed to identify its overall effects on the franchisees.
The achievement motivation describes the personal outlooks or viewpoints of the franchisee
respondents about their personal behaviors which are directly linked to their achievement
motivation. Entrepreneurial challenges were categorized in terms of cash flow management;
hiring employees; time management; and delegating tasks. For franchisee’s performance, it was
characterized by food service, food quality, services of staff, and cleanliness of the area.
Randomly selected registered franchisees and some of its customers in the City of San Fernando,
Pampanga became the participants of this study. The participants as described in the latter,
survey questionnaires were given and the results of which were tabulated and analyzed using
statistical approach.

Frequency distribution and percentage distributions were used to process and analyze the data
gathered. Moreover, statistical correlation was used to evaluate and describe the relationships
between the variables of the study. The results of the latter were evaluated by professional
statistician for the confirmation and verification.
Finding reveals that the level of achievement motivation and entrepreneurial challenges do not
significantly affect the performance of the franchisee. The result may have been affected by the
low flexibility of product modification by the franchisee.
Keywords: fast food, franchise, motivation, challenges, entreprenuers