Criteria used in the selection of franchisees: an application in the service industry

Springer Science and Business Media LLC - Tập 5 - Trang 47-67 - 2011
José M. Ramírez-Hurtado1, Flor M. Guerrero-Casas1, Francisco J. Rondán-Cataluña2
1Department of Economy, Quantitative Methods and Economic History, Pablo de Olavide University, Seville, Spain
2Department of Marketing, University of Seville, Seville, Spain

Tóm tắt

The service industry is one of the greatest driving forces behind the growth of franchising in many countries. The aims of this study are to identify the characteristics of the franchisee profile preferred by franchisors in the service industry and to show how the simulation of franchisees with conjoint analysis constitutes a powerful tool for the correct selection of franchisees by franchisors. Criteria that franchisors in the service industry look for in franchisee candidates are ranked by importance using conjoint analysis; a decomposition methodology that is rarely used in this field. The value of the paper is significant as it provides a practical framework for franchisors for the selection process of franchisees when choosing from a group of potential franchisees.

Tài liệu tham khảo

Allen RL (1994) Franchisor-franchisee: communication maintains the marriage. Nation’s Restaur News 28(12):27–31 Altinay L (2006) Selecting partners in an international franchise organisation. Int J Hosp Manag 25(1):108–128 Altinay L, Wang C (2006) The role of prior knowledge in international franchise partner recruitment. Int J Serv Ind Manag 12(5):430–443 Axerald ND, Rudnick LG (1987) Franchising: a planning and sales compliance guide. Commerce Clearing House Inc, Chicago, IL Azpiazu J (1994) La selección del modelo de preferencia en el análisis conjunto (in Spanish). VI Encuentro de Profesores Universitarios de Marketing, San Sebastián Azpiazu J (1996) Selección de metodologías en el análisis conjunto: un enfoque de fiabilidad y de validez. Doctoral Thesis (in Spanish), Dpto. de Financiación e Investigación Comercial, Universidad Autónoma de Madrid, Spain Berni F (2002) Corel values: keys to finding successful franchisees. Franch World 34(4):15–17 Bordonaba MV (2003) Determinantes del éxito de las relaciones comerciales a largo plazo entre empresas: análisis empírico en el sistema de franquicia. Doctoral Thesis (in Spanish), University of Zaragoza, Spain Brickley JA, Dark FH (1987) The choice of organizational form: the case of franchising. J Financ Econ 18(2):401–420 Carroll C, Bassuk H (2002) The characteristics of great franchise leaders. Franch World 34(1):10–11 Castrogiovanni GJ, Justis RT, Julian SD (1993) Franchise failure rates: an assessment of magnitude and influencing factors. J Small Bus Manag 31(2):105–114 Castrogivoanni GJ, Justis RT (2007) Franchise failure: a reassessment of Bates (1995) results. Serv Bus 1(3):247–256 Chiou JS, Hsieh CH, Yang CH (2004) The effect of franchisors’ communication, service assistance, and competitive advantage on franchisees’ intentions to remain in the franchise system. J Small Bus Manage 42(1):19–36 Chow L, Frazer L (2003) Servicing customers directly. Mobile franchising arrangements in Australia. Eur J Market 3(4):594–613 Clarkin JE, Swavely SM (2006) The importance of personal characteristics in franchisee selection. J Retail Cons Serv 13(2):133–142 De Castro LM, Mota J, Marnoto S (2009) Toward a relational perspective of franchise chains. Serv Bus 3(1):15–30 DeCeglie P (1993) What franchisors look for. Nation’s Bus 81(7):58–59 Diez EC, Rondan FJ (2004) La investigación sobre franquicia. Investigaciones Europeas de Dirección y Economía de la Empresa 10(3):71–96 Diez EC, Navarro A, Rondan FJ (2005) El sistema de franquicia. Fundamentos teóricos y prácticos (in Spanish). Pirámide, Madrid Doherty AM, Alexander N (2006) Power and control in international retail franchising. Eur J Market 11(12):1292–1316 Edens FN, Self DR, Grider DT (1976) Franchisors describe the ideal franchisee. J Small Bus Manag 14(3):39–47 Eisenhardt K (1989) Agency theory: an assessment and review. Acad Manag Rev 14(1):57–74 Elango B, Fried VH (1997) Franchising research: a literature review and synthesis. J Small Bus Manag 35(3):68–81 Falbe CM, Welsh DHB (1998) NAFTA and franchising: a comparison of franchisor perceptions of characteristics associated with franchisee success and failure in Canada, Mexico and the United States. J Bus Ventur 13(2):151–171 Fenwick GD, Strombom M (1998) The determinants of franchisee performance: an empirical investigation. Int Small Bus J 16(4):28–45 Forward J, Fulop C (1993) Elements of a franchise: the experiences of established firms. Serv Ind J 13(4):159–178 Franchising Task Force (FTF) (1991) Final report of the franchising task force. Better Printing Service, Queanbeyan, Australia Frazer L (2001) Causes of disruption to franchise operations. J Bus Res 54(3):227–234 Garcia N, Sanzo MJ, Trespalacios JA (2004) Condicionantes de la satisfacción en las relaciones en franquicias de servicios. Revista Europea de Dirección y Economía de la Empresa 13(1):101–114 Gil C (1990) Una aplicación del análisis conjunto a la segmentación de mercados: la segmentación componencial. Revista de Investigación y Marketing 34:65–69 Green PE, Krieger AM (1993) Conjoint analysis with product-positioning applications. In: Eliashberg J, Lilien GL (eds) Handbooks in OR&MS, vol 5. Elsevier Science Publishers, Amsterdam, pp 467–513 Green PE, Rao VR (1971) Conjoint measurement for quantifying judgmental data. J Market Res VIII:355–363 Grünhagen M, Dorsch MJ (2003) Does the franchisor provide value to franchisees? Past, current and future value assessments of two franchisee types. J Small Bus Manag 41(4):366–384 Hair JF, Anderson RE, Tatham RL, Black WC (2005) Multivariate data analysis. Prentice Hall, Upper Saddle River, NJ Hing N (1995) Franchisee satisfaction: contributors and consequences. J Small Bus Manag 33(2):12–25 Howe MC (2003) Keys to a successful franchisor-franchisee relationship. Franch World September:13–14 Hoy F, Shane S (1998) Franchising as an entrepreneurial venture form. J Bus Ventur 13(2):91–94 IFA (2010) International franchise association. www.franchise.org Jambulingam T, Nevin JR (1999) Influence of franchisee selection criteria on outcomes desired by the franchisor. J Bus Ventur 14(4):363–395 Justis R, Judd R (1989) Franchising. South-Western Publishing Company, Cincinnati, OH Kahn M (1994) Franchise et partenariat. Dalloz, Paris, pp 30–31 Kasselmann B, De Beer JJ, Vermeulen LP (2002) Personality attributes of successful franchisees in the fast foods sector in South Africa. S Afr J Econ Manag S 5(1):154–179 Kaufmann PJ, Stanworth J (1995) The decision to purchase a franchise: a study of prospective franchisees. J Small Bus Manag 33(4):22–32 Knight RM (1986) Franchising from the franchisor and franchisee points of view. J Small Bus Manag 24(3):8–15 Levy JP, Varela J (2003) Análisis Multivariable para las Ciencias Sociales (in Spanish). Pearson Educación, Madrid Lopez F, Veciana JM (2004) Enfoque estructural vs recursos y capacidades: un estudio empírico de los factores claves de éxito de las agencias de viaje. Revista Europea de Dirección y Economía de la Empresa 13(1):25–44 Luce RD, Tukey JW (1964) Simultaneous conjoint measurement: a new type of fundamental measurement. J Math Psychol 1:1–27 McCosker C, Frazer L (1998) Franchising Australia 1998: a survey of franchising practices and performance. USQ, Toowoomba Mendelsohn M (1993) The guide to franchising, 5th edn. Cassell, London Mexican Franchise Association (2010) www.franquiciasdemexico.org Minguela-Rata B, López-Sánchez JI, Rodríguez-Benavides MC (2009) The effect of knowledge complexity on the performance of franchise systems in the service industries: an empirical study. Serv Bus 3(1):101–115 Morgan RM, Hunt SD (1994) The commitment-trust theory of relationship marketing. J Market 58(3):20–38 Moro MA (2002) Teorías que justifican el uso de la franquicia: contraste empírico. Revista de Economía y de Empresa 46:97–122 Olm KW, Eddy GG, Adaniya AR (1988) Selecting franchisee prospects. Society of franchising proceedings II. Society of Franchising, San Francisco, CA Pedret R, Sagnier L, Camp F (2000) Herramientas para segmentar mercados y posicionar productos (in Spanish). Deusto, Bilbao Peretiatko R, Humeniuk A, Humeniuk M, D’Souza C, Gilmore A (2009) Franchising in Ukraine. Eur J Market 43(1/2):21–30 Peterson A, Dant RP (1990) Perceived advantages of the franchise option from the franchisee perspective: empirical insights from a service franchise. J Small Bus Manag 28(3):46–61 Rahatullah MK, Raeside R (2009) The dynamism of partner selection criteria in franchising. SAM Adv Manag J 74(4):36–46 Ramirez JM (2007) Determinación y estudio del perfil de franquiciado mediante la aplicación de análisis conjunto (in Spanish). Doctoral Thesis, Department of Economy, Quantitative Methods and Economic History, Pablo de Olavide University, Seville Ramirez JM, Rondan FJ (2004) Evaluación de los procedimientos de medición de la variable respuesta en el Análisis Conjunto bajo distintas alternativas de estimación. XVIII Reunión Anual ASEPELT, León Sanders L (2002) Franchisee-franchisor relationships in the future. Franch World 34(6):23–24 Schultz R (1999) Franchisor, franchisees must work together to flourish. Hotel Motel Manag 214(19):42–43 Shane S (1998) Explaining the distribution of franchised and company-owned outlets in franchise systems. J Manag 24(6):717–739 Shubart E, Bennett J (1997) 75% franchisees satisfied, doing fine. Franch Times 3(7):3–4 Sturgis I (1993) Keys to successful franchise ownership. Black Enterp 23:77–81 Tatham RL, Douglas R, Bush RF (1972) An analysis of decision criteria in franchisor/franchisee selection processes. J Retail 48(1):16–22 Tormo & Associates (2004) Guía de franquicias y oportunidades de negocio 2004, Madrid, www.tormo.com Wang CL, Altinay L (2008) International franchise partner selection and chain performance through the lens of organisational learning. Serv Ind J 2:225–238 Withane S (1991) Franchising and franchisee behaviour: an examination of opinions, personal characteristics and motives of Canadian franchisee entrepreneurs. J Small Bus Manag 29(1):22–29