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dc.contributor.authorHuang, Y.
dc.contributor.authorPhau, Ian
dc.contributor.authorChen, R.
dc.identifier.citationHuang, Yu-an and Phau, Ian and Chen, Raymond. 2007. Conceptualizing the Franchise System Quality (FSQ) Matrix: an exploratory study. Journal of Marketing Channels. 14 (4): pp. 41-64.

This empirical study provides some exploratory evidence to the proposed Franchise System Quality (FSQ) Matrix. This is the first study to investigate how franchisees perceive the importance and adequacy of the franchisor-provided services within a franchise system. Using these two dimensions as anchors, the FSQ matrix is conceptualized with four distinct profiles. The analysis of survey responses of 185 Taiwanese franchisees strongly confirms the validity of the four-cell matrix indicating significant differences between them. The results also yield a highly significant comparison between system quality permutations with franchisee performance variables and behavioral perceptions. These results show that franchisees with better performances are worthy of more support and assistance from franchisors. Those franchisees that are identified with highperceived importance of the FSQ matrix have a stronger desire for autonomy.

dc.publisherThe Haworth Press Inc
dc.titleConceptualizing the Franchise System Quality (FSQ) Matrix: an exploratory study
dc.typeJournal Article
dcterms.source.titleJournal of Marketing Channels
curtin.accessStatusFulltext not available
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing

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