03728ntm a2200325 i 4500 MY-KuUP 20260804151918.0 t||||fr|||| 000 0 ta 260804t20262026my a|||fr|||| 000 0 eng d THE0010797 (Local) Hardback UMPSA eng UMPSA rda FIM .N33 2026 r Thesis Nur Nabila Huda Sabaran, author. Determinants of technology adoption in Malaysian homegrown franchise industry for business growth / Nur Nabila Huda Sabaran Kuantan, Pahang : UMPSA, 2026 © 2026 xiv, 418 pages : illustrations (some color) ; 30 cm. + 1 CD-ROM. rdacontent text rdamedia unmediated rdacarrier volume rda text file PDF Faculty of Industrial Management Thesis (Master of Science) -- Universiti Malaysia Pahang Al Sultan Abdullah - 2026 Includes bibliographical references Technology use has emerged as a crucial component in maintaining a competitive edge in contemporary businesses, including the franchising sector. Franchisors can increase operational effectiveness, drive innovation, strengthen client relationships, and ultimately propel business expansion by embracing technology. Nevertheless, prior research has yet to explore the practices, challenges, and fostering factors of technology adoption among regional franchisors in Malaysia. This disparity highlights the importance of understanding how regional franchisors utilise technology to facilitate business growth, particularly in emerging regions. Therefore, the purpose of this study is to identify the factors that foster technology adoption, determine the challenges encountered, and explain how Malaysian franchisors implement technology. Twelve key interviewees, comprising homegrown franchisor managers and owners, were selected for this qualitative multiple case study. Semi-structured interviews were conducted to collect the data, which was then analysed manually and with the assistance of qualitative analysis software using thematic analysis techniques. Seven key themes emerged regarding fostering factors: time, market agility, financial performance, organisational governance, operational resilience, relational marketing, and technology innovation. For the challenges themes, four primary aspects were identified: operational management, technological issue, fiscal sustainability, and technological infrastructure constraints. In contrast, the three main themes under the technology usage practice theme were sustained growth, technology embrace, and strategic blueprint. This study was guided by several theories in entrepreneurship and technology namely Resource Scarcity Theory, Agency Theory, the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Technology Acceptance Model (TAM). The findings of this study have led to the development of a conceptual model that describes how homegrown franchisors adopt technology to expand their businesses. In addition to providing practical insights for franchisors, governmental organisations, and technology providers to enhance digital transformation efforts, the study contributes to the theoretical development of technology adoption in the franchising context. The study’s limitations and implications are also discussed, along with several recommendations for future research. Keywords: Technology Adoption, Malaysian Franchisor, Franchising, Case Study, Qualitative Faculty of Industrial Management Dissertations Universities and colleges Dissertations lcc THESIS 0 0 lcc 0 0 NFIC 10000 10000 2026-08-04 0 FIM .N33 2026 r Thesis T000005060 2026-08-04 15:17:18 1 2026-08-04 THESIS 0 0 lcc 0 6 NFIC 10000 10000 2026-08-04 0 CD14027 T000005061 2026-08-04 15:17:50 1 2026-08-04 ACCOM 105392 105398