INFORMATION TECHNOLOGIES AS A TOOL FOR THE DEVELOPMENT OF FRANCHISING NETWORKS

The implementation of information technologies in the franchising business is a crucial factor in its efficiency and competitiveness. The article examines the role of digital technologies in the development of franchising models, particularly the use of POS systems, CRM, ERP, e-commerce, and artificial intelligence for business process automation, improved communication, and operational management. The Unified Theory of Acceptance and Use of Technology (UTAUT) is explored as a theoretical foundation for analyzing franchisee technological adaptation. The key factors influencing technology adoption in franchising are analyzed, including expected efficiency, ease of use, social influence, and facilitating conditions. The article also identifies the main challenges arising during technological integration in franchising networks and outlines prospects for further research in this field. The findings underscore that digital transformation is not only a competitive advantage but also a crucial factor in the sustainable growth and adaptability of franchising networks in a rapidly evolving market environment. The article explores the role of information technologies as a key tool for the development of franchising networks. It analyzes the impact of digital solutions on business process optimization, communication between franchisors and franchisees, and overall operational efficiency. Special attention is given to the use of cloud computing, big data analytics, CRM systems, and artificial intelligence in managing franchise systems. The study highlights the advantages of IT implementation in ensuring brand consistency, enhancing customer experience, and improving supply chain management. The findings suggest that integrating modern technologies into franchising strategies significantly contributes to the competitiveness and scalability of franchise businesses in the global market. Additionally, the article examines cybersecurity challenges and the necessity of protecting sensitive business data within franchising networks. The research emphasizes that the strategic use of information technologies fosters innovation, streamlines decision-making processes, and strengthens long-term franchise relationships.