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dc.contributor.authorHuang, Y.
dc.contributor.authorPhau, Ian
dc.date.accessioned2017-01-30T14:07:18Z
dc.date.available2017-01-30T14:07:18Z
dc.date.created2008-12-08T18:01:33Z
dc.date.issued2009
dc.identifier.citationHuang, Yu-an and Phau, Ian. Mapping the profiles of franchisees: getting to know the black sheep, rough diamonds, whingers and best buddies. Direct Marketing: An International Journal. 2 (4): 221-238.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/37747
dc.identifier.doi10.1108/17505930810931026
dc.description.abstract

The purpose of this paper is to investigate franchisees' perception of the value of quality service in the franchise system. Two dimensions, perceived importance and perceived gaps of the quality of the franchise system, form the anchors of a proposed 2 x 2 franchise system quality(FSQ) matrix. This is empirically tested with 200 Australian franchisees. The results reflected a strong evidence of four distinct profiles of franchisees as conceptualized. These results also showed that the more cooperative the franchisees, the better their performance and satisfaction levels with the system. In contrast to existing literature, franchisees who fall in the high-perceived importance cells of the FSQ matrix have a stronger desire for autonomy. Cooperation between franchisees and franchisors are fundamental to achieve success. It is important to provide resources and assistance to franchisees and these are considered as key success factors. Further, determining the profile of the franchisees allows franchisors to determine the potential Best Buddy who are considered an asset in the franchise system. A larger sample size should be implored that focuses on specific industries or service sectors. The research can be replicated in other non-Western contexts to formulate different insights. Cross-national studies could be conducted to investigate differences between cultures. The paper addresses the gap in literature by examining franchisees? perception of the value of services provided in a franchise system. The FSQ Matrix is also conceptualized and empirically tested on an Australian sample.

dc.publisherEmerald Group Publishing Limited
dc.subjectAustralia
dc.subjectCustomer services quality
dc.subjectFranchising
dc.titleMapping the profiles of franchisees: getting to know the black sheep, rough diamonds, whingers and best buddies
dc.typeJournal Article
dcterms.source.volume2
dcterms.source.number4
dcterms.source.startPage221
dcterms.source.endPage238
dcterms.source.issn17505933
dcterms.source.titleDirect Marketing: An International Journal
curtin.note

The definitive version is available from the Emerald Group Publishing Limited. The link to this article is:http://dx.doi.org/10.1108/17505930810931026

curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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