Consequences of customer experience quality on franchises and non-franchises models
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 15 May 2019
Issue publication date: 15 May 2019
Abstract
Purpose
The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers.
Design/methodology/approach
After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS.
Findings
The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality.
Originality/value
The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.
Keywords
Acknowledgements
This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 304209/2018-0, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 84513772 (599/2018) and 85395650 (228/2019), by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2019, and by IFTS (Instituto Fucape de Tecnologias Sociais).
Citation
Mainardes, E.W., Gomes, V.C.A., Marchiori, D., Correa, L.E. and Guss, V. (2019), "Consequences of customer experience quality on franchises and non-franchises models", International Journal of Retail & Distribution Management, Vol. 47 No. 3, pp. 311-330. https://doi.org/10.1108/IJRDM-09-2018-0211
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited