An exploration of service quality in franchising relationships (FRANQUAL)

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Title An exploration of service quality in franchising relationships (FRANQUAL)
Author Grace, Debra Ann; Weaven, Scott Keith W; Zhai, Alice
Publication Title Proceedings of ANZMAC Conference 2009
Editor Sandra Luxton
Year Published 2009
Place of publication Melbourne, Australia
Publisher ANZMAC
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.
Peer Reviewed Yes
Published Yes
Publisher URI http://anzmac2009.org/
Copyright Statement Copyright 2009 ANZMAC. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference website for access to the definitive, published version.
ISBN 1 86308 158 5
Conference name Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009
Location Melbourne
Date From 2009-11-30
Date To 2009-12-02
URI http://hdl.handle.net/10072/29781
Date Accessioned 2010-01-12
Date Available 2010-06-10T22:21:47Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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