An exploration of service quality in franchising relationships (FRANQUAL)

Abstract

Essentially, the degree to which the franchising relationship is effective in facilitating a mutually beneficial exchange depends, to a great extent, on the behaviour of the franchisor. Just as service providers provide intangible products in order to orchestrate viable solutions for customers so, too, the franchisor is the service provider of business solutions for the franchisee (customer). This paper documents the first exploratory phase of research that investigates service quality in franchising (FRANQUAL). In doing so, five franchising quality dimensions (e.g., mechanics, expertise transfer, simplicity, openness and equity) result from in-depth interviews with 22 franchisees.