An analysis of quality management in franchise systems
Abstract
Purpose
The purpose of this paper is to provide a conceptual model of behavior in the franchise network from the perspective of quality management.
Design/methodology/approach
Based on the review of the literature, the development of a theoretical scale for measuring quality in franchise systems in the short term (i.e. transactional quality) and in the long term (i.e. relationship quality) is proposed.
Findings
Two dimensions of transactional quality are identified from the franchisee perspective: contents and assistance. The dimensions of transactional quality from the franchisor's point of view refer to two aspects: formality and identify. The relationship quality identifies variables such as trust between cooperation partners, mutual commitment, and relationalism.
Research limitations/implications
The proposed model is a theoretical model; an additional step is to validate empirically the dimensions of the model.
Practical implications
The main practical implication is that the contract does not completely reflect the actual conduct of franchisor‐franchisee relationships. It is necessary to harmonize the transactional or contractual perspective with the relationship view.
Originality/value
The franchise system has assumed great importance as a pattern for the expansion of services and, just like any other organization, needs to preserve the quality of the business concept to achieve overall success. On that basis, this paper aims to contribute to quality management in franchise networks and proposes a dual model for measuring quality: transactional and relational quality.
Keywords
Citation
Fernández Monroy, M. and Melián Alzola, L. (2005), "An analysis of quality management in franchise systems", European Journal of Marketing, Vol. 39 No. 5/6, pp. 585-605. https://doi.org/10.1108/03090560510590728
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited