Franchise Branding, Technological Adaption, and Customer Engagement of Selected Food Franchise Businesses in The 1st District of Laguna

The study aimed to identify the relationship between franchise branding, technological adaption, and customer engagement in the selected food franchise businesses in the 1st District of Laguna, Philippines. A descriptive correlational research design was used in this study. The study revealed that franchise branding was highly favorable with an average weighted mean of 3.46, technological adaption was highly practiced with an average weighted mean of 3.43, the customer engagement was very high with a weighted mean of 3.40. Correlations indicated that there was a significant relationship between Franchise Branding and Technological Adaption, Franchise Branding and Customer Engagement as well as Technological Adaption and Customer Engagement. The results also showed that there was a high level of prediction of the dependent variable (level of customer engagement). The obtained R square of 0.674 shows that independent variables (franchise branding and technological adaption) explain the variability of the dependent variable (level of customer engagement). Further, the independent variables franchise branding along with brand recognition, brand image, brand consistency, brand loyalty, and brand communication and technological adaption in terms of online marketing strategies, mobile app integration, digital ordering system, and data analytics utilization are the drivers of customer engagement in food franchise businesses.