This study investigates the relationship between goal attainment and intention to remain in a franchise system. Using a theoretical framework built on content theories of motivation, process theories of motivation, Social Exchange Theory and entrepreneurial motivation theory, the study proposes that franchisees' goals attainment would associate positively with their intention to remain in a franchise system. To investigate the hypotheses, a positivist approach is chosen as the philosophical foundation of this study, and all methodological aspects related with this approach are employed in this study. A total of 204 franchisee entrepreneurs in Malaysia were surveyed and completed self- administered questionnaires. Basic statistical analysis suggests franchisees are satisfied with their goals attainments and all goals have a positive relationship with entrepreneurs' intention to remain in a franchise system. However, further analysis shows that Intrinsic Rewards goals are not significant and only Perceived Autonomy, Family Concern and Economic Gain goals associate positively with franchisees' intention to remain in the business. In general, part of the theories of motivation, Social Exchange Theory and entrepreneurial motivation theories are useful in understanding the relationship between goal attainment and intention to remain in a franchise system. While people are motivated by their own personal goals in becoming franchisees, it is clear that the dominant reason to stay in the business associates with a desire to achieve independence, the necessity to cater for family needs and the economic and financial obligations. Further, the results also indicate that autonomy is the key motivator for people to become franchisee entrepreneurs and remain as franchisees. Moreover, based on the conceptual framework and empirical evidence, a new theory, 'Entrepreneur's Goal Attainment Theory' is proposed. Finally, the achievements, contributions, implications and limitations of the study are reviewed and some suggestions for future research are presented.