Convenience Stores’ Relationship Marketing in the Province of Quezon

Abstract

The study sought to determine the franchisor’s relationship marketing to convenience store-franchisee’s satisfaction. Descriptive method of research was employed in this study. A total of 18 franchisee-convenience stores in Quezon Province were included in the study. An unstructured survey questionnaire was employed to the respondents. Frequency and Percentage Distribution, Weighted Mean, t-Test and One-way Analysis of Variance were utilized as the statistical tools in the treatment of the data gathered. The following were the findings of the study: in terms of Form of Business Organization, 10 or 55.56% of the franchisees were sole proprietors while 5 or 27.78% were corporations. In terms of Store Outlets, 14 or 77.78% had 1 store outlet and 4 or 22.22% had 2-3 outlets. In terms of Number of Years in Operation, 9 or 50% had been operating for 2-4 years and 1 or 5.56% had less than 1 year operation. In terms of Location of Store, 10 or 55.56% were located in the City while 8 or 44.44% in the Municipality. According to form of business organization in terms of Trust, “My franchisor keeps promises to our firm” obtained the highest weighted mean of 4.28 (Very Satisfied); in terms of Commitment, “We do all we can to strengthen the relationship with our franchisor” got 4..23% (Very Satisfied); In terms of Cooperation, “We keep each other informed about events or changes that affect us” attained 4.25% (Very Satisfied); and in terms of Communication, “Any change in the market place are discussed by my franchisor” acquired a 4.26 (Very Satisfied). According to the location of the store in terms of Trust, “My franchisor keeps his promises to our firm” got 4.28 (Very Satisfied); in terms of Commitment, “We do all we can to strengthen the relationship with our franchisor” with a 4.23 (Very Satisfied). In terms of Cooperation, “Any change in the market place are discussed with me by my franchisor” acquired a 4.26 (Very Satisfied) Based from the findings of the study, it is therefore concluded that the respondents were sole proprietors withone outlet for 2-4 years located in the city. The respondents were very satisfied on the franchisor-franchisee relationship marketing when grouped by form of organization, number of store outlets, number of years in operation and location of the store in terms of trust. They were satisfied when grouped by profile in terms of commitment, cooperation and communication. There were no significant differences in the respondents’ assessment on their level of satisfaction on the franchisor-franchisee relationship marketing when grouped by form of business organization, number of store outlets, and number of years in operation and location of the store in terms of trust, commitment, cooperation and communication. The respondents’ thoughts of discontinuing the franchise contract is always being considered, unreliability of franchisor’s words and solutions to problems that arise at the course of the relationship is always treated as an individual responsibility.