Start Date

7-1-2011 2:30 PM

End Date

7-1-2011 3:15 PM

Track

2. Track 2 - Poster Session

Subject Area

Marketing

Faculty Member

Kyungmi Kim, Ph.D. , kkim@auburn.edu

Abstract

Service quality has received increasing attention over the years. Service quality is crucial for service organizations, which directly leads to customer satisfaction, customer retention, and positive word of mouth. Comparing to the robust research in service quality, little research has been shown regarding different forms of management. This research is an empirical study on the impact of different forms of management on the outcome of service quality. This study reviews the literature of service quality as well as management forms (Franchising and Licensing), and then examine how customers perceive the service quality of different management forms and how each management form affect the service delivery. In addition, if the results show differences, the study also discusses the reasons of these differences. The first section introduces the academic background describing the possible service problems have been discussed among scholars. In the second section, methodology is presented, including the 5-piont Likert scale based on SERVQUAL technique. The third section presents the data; explaining the method of data collection and the significant differences in service quality between two management units: franchising and licensing. The analysis process discusses possible reasons for these differences. Lastly, some recommendations and limitations are provided to help guide for the future research.

Keywords

Service Quality; Franchising; Licensing



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Jan 7th, 2:30 PM Jan 7th, 3:15 PM

Service Quality Comparison of Franchising and Licensing Units within the Same Brand from Customer Perspectives

Service quality has received increasing attention over the years. Service quality is crucial for service organizations, which directly leads to customer satisfaction, customer retention, and positive word of mouth. Comparing to the robust research in service quality, little research has been shown regarding different forms of management. This research is an empirical study on the impact of different forms of management on the outcome of service quality. This study reviews the literature of service quality as well as management forms (Franchising and Licensing), and then examine how customers perceive the service quality of different management forms and how each management form affect the service delivery. In addition, if the results show differences, the study also discusses the reasons of these differences. The first section introduces the academic background describing the possible service problems have been discussed among scholars. In the second section, methodology is presented, including the 5-piont Likert scale based on SERVQUAL technique. The third section presents the data; explaining the method of data collection and the significant differences in service quality between two management units: franchising and licensing. The analysis process discusses possible reasons for these differences. Lastly, some recommendations and limitations are provided to help guide for the future research.