FIVE STAR SALAM: FACTORS AFFECTING THE SUCCESS IN THE THREE SOUTHERN BORDER PROVINCES OF THAILAND

Abstract

For a long time, Thailand has been known as “The kitchen of the world.” The restaurant industry is growing bigger every year. Muslim consumers are accounted for the second largest group of consumers based on religion. This study used the qualitative approach to explore and identify the key factors affecting the success of a fast-food franchise Five Star Salam in the three southern border provinces of Thailand, where Muslims make up the majority of the population. The data were collected through in-depth interview phone calls consisting of 5 franchisors and franchisees. The result of this study reveals that there are four key factors affecting the success of a fast-food franchise Five Star Salam in the three southern border provinces of Thailand (1) Making products consumable with Halal certification (2) The brand in people’s minds (3) The trustable quality of in-house production (4) The good relationship between the franchisor and franchisees. The findings should give clear insight and guidelines to the business sectors on the driver of adopting a franchise to improve their products and services to develop their marketing strategy and products.