The effective delivery of franchisor services: A comparison of U.S. and German support practices for franchisees

M Grunhagen; R B Dipietro; R E Stassen; Lorelle Frazer

doi:10.1080/10466690802064034

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The effective delivery of franchisor services: A comparison of U.S. and German support practices for franchisees

Journal article

Open access

Peer reviewed

The effective delivery of franchisor services: A comparison of U.S. and German support practices for franchisees

M Grunhagen, R B Dipietro, R E Stassen and Lorelle Frazer

Journal of Marketing Channels, Vol.15(4), pp.315-335

2008

DOI: https://doi.org/10.1080/10466690802064034

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Abstract

disruption, franchise failure, franchising, Germany, international, services

Conventional wisdom suggests that more services offered by franchisors should lead to fewer complaints from franchisees, and that franchisees ought to be better off with additional support provided. We set out to differentiate those services that are truly effective and are perceived as beneficial by franchisees from those that may have little effect or may even be perceived as counterproductive. Our survey targeted franchisors in the U.S. and in Germany, comparing the most mature franchise market globally to one that is relatively young. System disruption was found to be dependent on the maturity of the market, as little differentiation is provided in the very mature U.S. market, but considerable differentiation exists in the younger German market. Also, the size of the system matters, as bigger systems typically provide more services. Finally, different types of services have varying levels of effectiveness in the less mature franchise market of Germany.

Details

Title: The effective delivery of franchisor services: A comparison of U.S. and German support practices for franchisees
Authors: M Grunhagen (Author) - Eastern Illinois University, United States
R B Dipietro (Author) - University of Nebraska, United States
R E Stassen (Author) - University Arkansas, United States
Lorelle Frazer (Author) - Griffith University
Publication details: Journal of Marketing Channels, Vol.15(4), pp.315-335
Publisher: Routledge
Date published: 2008
DOI: 10.1080/10466690802064034
ISSN: 1046-669X
Copyright note: Copyright © 2008 Routledge. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Channels 2008, available online: http://wwww.tandfonline.com/10.1080/10466690802064034
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99451122602621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Business

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