The use of importance-performance analysis to measure the satisfaction of travel agency franchisees
Article Sidebar
Main Article Content
Abstract
This study contributes to the limited literature on the satisfaction of travel agency franchisees. Specifically, it aims to identify strengths and weaknesses of the system from the perspective of the franchisee. This study would enable franchisors to identify areas in which franchisees are less satisfied. If franchisees are satisfied with numerous aspects that influence the franchisor-franchisee relationship, the latter may have a high degree of loyalty towards their franchisors and this would benefit the entire network. This article uses a variant of the classic importance-performance model from Martilla and James (1977) and others (Ábalo, Varela, & Rial, 2006; Picón, Varela, & Braña, 2011). The results show that the attributes travel agency franchisees feel more dissatisfied with are: chain advertising, ongoing support from franchisors, the initial franchisor support, delivery from the franchisors, and training provided by franchisors.
Downloads
Article Details
A RAE compromete-se a contribuir com a proteção dos direitos intelectuais do autor. Nesse sentido:
- adota a licença Creative Commoms BY (CC-BY) em todos os textos que publica, exceto quando houver indicação de específicos detentores dos direitos autorais e patrimoniais;
- adota software de detecção de similaridades;
- adota ações de combate ao plagio e má conduta ética, alinhada às diretrizes do Committee on Publication Ethics (COPE)
References
Ábalo, J., Varela, J., & Rial, A. (2006). El análisis de ImportanciaValoración aplicado a la gestión de servicios. Psicothema, 18(4), 730-737.
Alberty, S., & Mihalik, B. (1989). The use of importance-performance analysis as an evaluative technique in adult education. Evaluation Review, 13(1), 33-44. doi:10.1177/0193841X8901300103
Alonso, M. (2003). La Franquicia de la A a la Z: Manual para el franquiciador y el franquiciado. Madrid: Editorial Lid. S. L.
Altinay, L., & Brookes, M. (2012). Factors influencing relationship development in franchise partnerships. Journal of Services Marketing, 26(4), 278-292. doi:10.1108/08876041211237578
Altinay, L., Brookes, M., & Aktas, G. (2013). Selecting franchise partners: Tourism franchisee approaches, processes and criteria. Tourism Management, 37, 176-185. doi:10.1016/j.tourman.2013.01.016
Altinay, L., Brookes, M., Yeung, R., & Aktas, G. (2014). Franchisees’ perceptions of relationship development in franchise partnerships. Journal of Services Marketing, 28(6), 509-519. doi:10.1108/JSM-09-2013-0240
Baena, V. (2010). Teorías y líneas de investigación en el sistema de la franquicia: Una revisión desde los años 60 hasta 2009. Cuadernos de Gestión, 10(2), 43-66. doi:10.5295/cdg.100155vb
Baena, V., & Cerviño, J. (2010). Selección de mercados en la expansión internacional de la franquicia española. Información Comercial Española. Revista de Economía, (857), 183-200.
Barbadillo & Associates (2013). Primer estudio de satisfacción del franquiciado. Retrieved from www.bya.es
Benavides, M. C., Mingueta, B., & López, J. I. (2008). Transferencia de conocimiento en la creación y el funcionamiento de los sistemas de franquicia. Un estudio empírico. Economía Industrial, 368, 227-237.
Berndt, A. D. (2009). Franchisee satisfaction among food franchisees: An exploratory study. Southern African Business Review, 13(1), 1-20.
Bercovitz, J. E. L. (1999). An analysis of the contract provisions in business-format franchise agreements. In J. Stanworth & D. Purdy (Eds.), Proceedings of the 13th Conference of the International Society of Franchising, 1-50.
Bordonaba‐Juste, V., Lucia‐Palacios, L., & Polo‐Redondo, Y. (2011).An analysis of franchisor failure risk: Evidence from Spain. Journal of Business & Industrial Marketing, 26(6), 407-420. doi:10.1108/08858621111156403
Bradach, J., & Kaufmann, P. (1988). Franchisee or independent business person: Some observations on the decision process. In G. E. Hills & W. Laforgue (Eds.), Research Marketing-Entrepreneurship Interface (pp. 38-48). Chicago: University of Illinois.
Brookes, M., & Altinay, L. (2011). Franchise partner selection: Perspectives of franchisors and franchisees. Journal of Services Marketing, 25(5), 336-348. doi:10.1108/08876041111149694]
Calderón Monge, M. E., & Huerta Zavala, P. A. (2015). Ingresos netos del franquiciado: Una señal para elegir una franquicia en una crisis. RAE-Revista de Administração de Empresas, 55(6), 688-698. doi:10.1590/S0034-759020150607
Clarkin, J. E., & Swavely, S. M. (2006). The importance of personal characteristics in franchisee selection. Journal of Retailing and Consumer Services, 13(2), 133-142. doi:10.1016/j.jretconser.2005.08.008
Combs, J. G., Michael, S., & Castrogiovanni, G. (2004). Franchising: A review and avenues to greater theoretical diversity. Journal of Management, 30(6), 907-931. doi:10.1016/j.jm.2004.06.006
Dant, R. P., & Kaufmann, P. J. (2003). Structural and strategic dynamics in franchising. Journal of Retailing, 79(2), 63-75. doi:10.1016/S0022-4359(03)00011-3
Davies, M. A. P., Lassar, W., Manolis, C., Prince, M., & Winsor, R. D. (2011). A model of trust and compliance in franchise relationships. Journal of Business Venturing, 26(3), 321-340. doi:10.1016/j.jbusvent.2009.09.005
Edens, F. N., Self, D. R., & Grider, D. T. (1976). Franchisors describe the ideal franchisee. Journal of Small Business Management, 14(3), 39-47.
Elango, B., & Fried, V. H. (1997). Franchising research: A literature review and synthesis. Journal for Small Business Management, 35(3), 68-82.
Emerson, R. W. (1998). Franchise termination: Legal rights and practical effects when franchisees claim the franchisor discriminates. American Business Law Journal, 35(4), 559-645. doi:10.1111/j.1744-1714.1998.tb01015.x
Ennew, C. T., Reed, G. V., & Binks, M. R. (1993). Importance-performance analysis and the measurement of service quality. European Journal of Marketing, 27(2), 59-70. doi:10.1108/03090569310026402
Fishbein, M. A. (1967). Attitude and the prediction of behavior. In M. Fishbein (Ed.), Readings in attitude theory and measurement (pp. 477-492). New York, USA: Wiley.
Fishbein, M. A., & Ajzen, I. (1975). Belief, attitude, intention and behavior. An introdution to theory and research. Reading, USA: Addison-Wesley.
Flint-Hartle, S., & De Bruin, A. (2011). Franchising success: Insights from real estate brokerage. International Small Business Journal, 29(1), 58-77. doi:10.1177/0266242610369762
Forward, J., & Fulop, C. (1997). Insights into franchising: A review of empirical and theoretical perspectives. The Service Industries Journal, 17(4), 603-625. doi:10.1080/02642069700000037
Gallini, N., & Lutz, N. (1992). Dual distribution and royalty fees in franchising. Journal of Law, Economics, & Organization, 8(3), 471-501.
Gauzente, C. (2003). Measuring franchisees’ satisfaction: Theoretical considerations and empirical testing. International Journal of Retail & Distribution Management, 31(10), 508-517. doi:10.1108/09590550310497030
Guadagnolo, F. (1985). The importance-performance analysis: An evaluation and marketing tool. Journal of Park Recreation Administration, 3(2), 13-22.
Guilloux, V., Gauzente, C., Kalika, M., & Dubost, N. (2004). How France’s potential franchisees reach their decisions: A comparison with franchisers’ perceptions. Journal of Small Business Management, 42(2), 218-224. doi:10.1111/j.1540-627x.2004.00107.x
Harmon, T. R., & Griffiths, M. A. (2008). Franchisee perceived relationship value. Journal of Business & Industrial Marketing, 23(4), 256-263. doi:10.1108/08858620810865834
Hawes, J. M., & Rao, C. P. (1985). Using Importance-Performance Analysis to develop health care marketing strategies. Journal of Health Care Marketing, 5(4), 19-25.
Hing, N. (1995). Franchisee satisfaction: Contributors and consequences. Journal of Small Business Management, 33(2), 12-25.
Hollenhorst, S., Olson, D., & Fortney, R. (1992). Use of importanceperformance analysis to evaluate state park cabins: The case of the West Virginia state park system. Journal of Park and Recreation Administration, 10(1), 1-11.
Hough, J. (1986). Power and authority and their consequences: A study of the relationships between franchiser and franchisee. Faculty of Management Studies, Polytechnic of Central London, London. Unpublished PhD thesis.
Jambulingam, T., & Nevin, J. R. (1999). Influence of franchisee selection criteria on outcomes desired by the franchisor. Journal of Business Venturing, 14(4), 363-395. doi:10.1016/S0883-9026(98)00023-8
Jones, G. (2003). Middle East expansion – the case of Debenhams. International Journal of Retail & Distribution Management, 31(7), 359-364. doi:10.1108/09590550310483323
Justis, R. T. & Judd, R. J. (2002). Franchising, 2nd ed. Houston, EUA: Dame Publications.
Kaufmann, P. J. (1999). Franchising and the choice of self-employment. Journal of Business Venturing, 14(4), 345-362. doi:10.1016/S0883-9026(98)00021-4
Kaufmann, P. J., & Stanworth, J. (1995). The decision to purchase a franchise: A study of prospective franchisees. Journal of Small Business Management, 34(3), 27-40.
Knight, R. (1986). Franchising from the franchisor and franchisee points of view. Journal of Small Business Management, 24(3), 8-15.
Lee, Y., Kim, S., Kim, M., Lee, J., & Lim, K. (2015). Relational bonding strategies in the franchise industry: The moderating role of duration of the relationship. Journal of Business & Industrial Marketing, 30(7), 830-841. doi:10.1108/JBIM-10-2013-0237
Lim, J., & Frazer, L. (2004). Matching franchisor-franchisee roles and competencies. Proceedings of the International Society of Franchising 18th Annual Conference. Las Vegas, USA.
Litz, R. A., & Stewart, A. C. (1998). Franchising for sustainable advantage? Comparing the performance of independent retailers and trade-name franchises. Journal of Business Venturing, 13(2), 131-150. doi:10.1016/S0883-9026(97)00067-0
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77-79. doi:10.2307/1250495
Matzler, K., Bailom, F., Hinterhuber, H. H., Renzl, B., & Pichler, J. (2004). The asymmetric relationship between attribute-level performance and overall customer satisfaction: A reconsideration of the importance performance analysis. Industrial Marketing Management, 33(4), 271-277. doi:10.1016/S0019-8501(03)00055-5
Morrison, K. A. (1997). How franchise job satisfaction and personality affects performance, organizational commitment, franchisor relationship, and intention to remain. Journal of Small Business Management, 35(3), 39-63.
Nale, R. D., Rauch, D. A., Wathen, S. A., & Barr, P. B. (2000). An exploratory look at the use of importance-performance analysis as a curricular assessment tool in a school of business. Journal of Workplace Learning, 12(4), 139-145. doi:10.1108/13665620010332048
Peterson, A., & Dant, R. P. (1990). Perceived advantages of franchise option from the franchisee perspective: Empirical insights from a service franchise. Journal of Small Business Management, 28(3), 46-61.
Picón, E., Varela, J., & Braña, T. (2011). La representación de los datos mediante el Análisis de Importancia-Valoración: Problemas y alternativas. Metodología de Encuestas, 13, 121-142.
Pine, R., Hanqin, Q. Z., & Qi, P. (2000). The challenges and opportunities of franchising in China’s hotel industry. International Journal of Contemporary Hospitality Management, 12(5), 300-307. doi:10.1108/09596110010339670
Ramírez, J. M., Rondán, F. J., Guerrero, F. M., & Berbel, J. M. (2011). Identifying the franchisee profiles franchisors prefer. Journal of Business Economics and Management, 12(4), 567-588. doi:10.3846/16111699.2011.599408
Ramírez, J. M., & Quattrociocchi, B. (2009). An update of the franchisee motivations: A study in Spain. Journal of Applied Economic Sciences, 8, 210-220.
Roh, E., & Yoon, J. H. (2009). Franchisor’s ongoing support and franchisee’s satisfaction: A case of ice cream franchising in Korea. International Journal of Contemporary Hospitality Management, 21(1), 85-99. doi:10.1108/09596110910930205
Sampson, S. E., & Showalter, M. J. (1999). The performance-importance response function: Observations and implications. Service Industries Journal, 19(3), 1-25. doi:10.1080/02642069900000027
Sethna, B. N. (1982). Extensions and testing of importance-performance analysis. Business Economics, 17(4), 28-31.
Shivell, K., & Banning, K. (1995). The franchise kit. New York, USA: McGraw-Hill.
Slack, N. (1994). The importance‐performance matrix as a determinant of improvement priority. International Journal of Operations & Production Management, 14(5), 59-75. doi:10.1108/01443579410056803
Sorenson, O., & Sørensen, J. B. (2001). Finding the right mix: Franchising, organizational learning, and chain performance. Strategic Management Journal, 22(6-7), 713-724. doi:10.1002/smj.185
Stanworth, J. (1985). The School of Management Studies of the Polytechnic of Central London. In M. Mendelsohn (Ed.), The Guide to Franchising. Oxford, U.K.: Pergamon Press.
Stanworth, J., & Purdy, D. (1994). The impact of franchising on the development prospects of Small and Medium-Sized Enterprises (SME’s) in Europe. Paper (4), International Franchise Research Centre, Special Studies Series.
Stanworth, J., Stanworth, C., Granger, B., & Blyth, S. (1989). Who becomes an entrepreneur?. International Small Business Journal, 8(1), 11-22. doi:10.1177/026624268900800101
Tatham, R. L., Douglas, R., & Bush, R. F. (1972). An analysis of decision criteria in franchisor/franchisee selection processes. Journal of Retailing, 48(1), 16-22.
Tormo Franchise Consulting. (2014). Informe de la franquicia 2014. Retrieved from www.tormofranchise.com
Viera, V. A., & Slongo, L. A. (2007). Relación entre franquicia y franquiciado. Se proponen dos modelos. Revista Científica Esic-Market, 123, 133-160.
Weavin, S., & Frazer, L. (2007). Expansion through multiple unit franchising: Australian franchisors reveal their motivations. International Small Business Journal, 25(2), 173-205. doi:10.1177/0266242607074524
Williamson, G. (1995). Franchising in Australia, 2nd ed. St Leonard’s, Australia: Allen & Unwin Pty Ltd.
Withane, S. (1991). Franchising and franchisee behavior: An examination of opinions, personal characteristics, and motives of Canadian ranchisee entrepreneurs. Journal of Small Business Management, 29(1), 22-29
