The franchise industry in Malaysia provided many incomes towards country’s gross domestic products (GDP). In 2016, food and beverage (F&B) industry are the most popular in Malaysia such as Cool Blog and Secret Recipe. In order to sustain market share in F&B industry, franchisee prefers to buy licenses from food and beverage franchise which result in increased competitive challenges in this industry. Therefore, this study is to identify most influential factors towards customer preference towards local and international food and beverage in Malaysia as well as to compare the factors influence customer preference towards local and international food and beverage in Malaysia. This study was carried out by quantitative research and 384 target respondents been selected. Based on the finding, brand influence is the most influential factors for customer preference towards local and international F&B franchise in Malaysia. Besides, three independent variables which are a brand influence, product quality, and service quality are significant that influence customer preference towards local and international F&B franchise in Malaysia.
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