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| Author: | Monroy, M.F. Alzola, L.M. |
| Title: | An analysis of quality management in franchise systems |
| Journal: | European Journal of Marketing
2005 : VOL 39:5-6, p. 585-605 |
| Index terms: | Relationship marketing Quality Management Franchising Models |
| Language: | eng |
| Abstract: | The paper aims is to provide a conceptual model of behaviour in the franchise network from the perspective of quality (here as: q.) management. The development of a theoretical scale for measuring q. in franchise systems in the short term (i.e. transactional q.) and in the long term (i.e. relationship q.) is proposed. There are two dimensions of transactional q. identified from the franchisee perspective: contents and assistance. The relationship q. identifies variables such as trust btw. co-operation partners, mutual commitment, and relationalism. The proposed model is a theoretical one and an ad additional step is to validate empirically the dimensions of the model. |
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