Impact of COVID-19 pandemic on franchise performance from franchisee perspectives: the role of entrepreneurial orientation, market orientation and franchisor support

The epidemic of COVID-19, the disease triggered by the SARS-CoV-2 virus, has had major economic, political and social effects worldwide, leading to concern about the disease, especially in the franchise service industry. The purpose of this paper is to review literature on three factors: entrepreneurial orientation, market orientation, franchisor support and figure out the relationship of these three factors on franchisee performance. Based on the literature, entrepreneurial orientation, market orientation, franchisor resource has positive and significant impact to franchisee performance. Further, franchisor support holds very important role on moderating relationship between entrepreneurial orientation, market orientation and franchisee performance in this pandemic Covid-19. This paper highlight the concepts to clarify the distinctions between them and suggests the propositions between franchisee entrepreneurial orientation, market orientation, and franchisor supports to franchisee performance. Study on franchisee performance is necessary as franchisees are also employees, customers, stakeholders of the franchisors, contribute to the success of franchise system.