This paper aims at identifying attributes of players in franchising process that contribute in delivering satisfaction in purchasing and operating the outlets in Mexico. The discussion also focuses the impact of cultural diversities in franchisee selection, outlet management and achieving high performance. Franchisee relationship has been evaluated in reference to principal determinants attributing to the enhancement of satisfaction and strengthening franchisor-franchisee ties. It has been observed in the study that performance of franchisee outlets is a function of outlet attraction, supply and manufacturing management, quality, price, and promotional strategies as functional factors. Besides, relational variables including personalized customer services, leisure support and customer convenience also influence the performance of outlets.
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Paper provided by Tecnológico de Monterrey, Campus Ciudad de México in its series Marketing Working Papers with number
2007-06-MKT.
Find related papers by JEL classification: C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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