Franchising has become one of the most common methods of doing business in the restaurant industry. In spite of its significant growth and the obvious benefits of entering into a franchise contract, however, it is important to understand the potential conflicts that may arise between the franchisor and franchisee. This paper investigates the problems of franchising contracts from agency theory perspectives. A theoretical and an analytical review of contract theory is presented The research offers valuable insights for both prospective franchisors and franchisees who are considering undertaking international franchise contracts.

Franchise Contracts in the Restaurant Industry

The purpose of this study is to present the specific strategy methods in view of relationship marketing. One of important marketing implementation in travel agency is customer relationships. This study analyzed following detailed matters to accomplish the customer retention. First, regarding customer complaint solution, provide the easy way to customer for their complaints and solve the customer complaints immediately. Second, regarding post-purchase customer management, follow up the post-purchase services and to provide valued information for further relationship through the database which can be available as a two-way communication. Third, to decrease the customer's uncertain needs and to keep the customer, use the various methods in terms of economic, technical, and social resources. Fourth, organization have to shift their marketing concept from marketing share to customer share. Fifth, travel agency have to change their marketing concept from product differentiation to customer differentiation. Sixth, travel agency put more important on economies of scope than economies of scale, so the company possible to get more profits and customer satisfaction through the various products. Seventh, to satisfy the segmented customers through the customer differentiation, the 'product to customer' paradigm is more important than 'customer to product' paradigm. Eighth, travel agency have to educate their staff continuously to improve personnel service quality.

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