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Goal Realization Path Model of Local Malaysian Franchisees: the Mediating Role of Attitude and Subjective Norm

Nik Mat, Nik Kamariah and Abd Ghani, Noor Hasmini and Abdullah, Fader (2017) Goal Realization Path Model of Local Malaysian Franchisees: the Mediating Role of Attitude and Subjective Norm. In: 4th Conference on Business Management, 29 - 30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia..

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This empirical study examines the goal realization path model comprising of direct effects of plan enactment, subjective norm and attitudes on the goal realization and the indirect effects of goal desire, goal intention, implementation desire, implementation intention on goal realization. It also investigates the mediating effects of attitude and subjective norms on certain linkages. By employing the quantitative research design, this study uses the samples comprising of 400 local food franchise outlets in eight states in Malaysia (Johore Bharu, Klang Valley, Ipoh, Penang, Kota Bharu, Kuala Trengganu, Kucing and Kota Kinabalu).Data were obtained through self-administrated questionnaires.Out of the total 400 responses, only 122 data were usable for further analysis (31% response rate).This study analyses the data using Partial Least Square (PLS-SEM).The study found three direct predictors of goal realization, six significant paths and two significant mediating roles of attitude and subjective norm. This study is a new empirical findings for the franchising business sector.This empirical study on the determinants of goal realization of franchisee using the survey method to contribute towards a better understanding of the owners’ motivation for realizing their organization's goal.Manager of a franchise can now comprehend better desire implementation factors that influence their company goal realization.

Item Type: Conference or Workshop Item (Paper)
Additional Information: eISBN 978-967-0910-76-5 Organized by: School of Business Management, Universiti Utara Malaysia.
Uncontrolled Keywords: goal realization,subjective norm, attitudes, franchise, goal desire
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 15 Mar 2018 01:37
Last Modified: 15 Mar 2018 01:37
URI: http://repo.uum.edu.my/id/eprint/23684

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