Associação entre satisfação e desempenho em redes de franquias: um estudo sob a perspectiva da análise de correspondência

Thalia Rodrigues Viana; Ana Cláudia Azevedo; Rafael Morais Pereira

doi:10.14211/ibjesb.e2187

Authors

Thalia Rodrigues Viana thalia.viana@ufv.br
Departamento de Administração e Contabilidade, Universidade Federal de Viçosa, UFV, Viçosa/MG, Brasil
https://orcid.org/0000-0003-0404-7167
Ana Cláudia Azevedo anaazevedons@gmail.com
Departamento de Administração e Contabilidade, Universidade Federal de Viçosa, UFV, Viçosa/MG, Brasil
https://orcid.org/0000-0003-0404-7167
Rafael Morais Pereira rafael.morais12@hotmail.com
[Programa de Pós-Graduação Stricto Sensu em Administração], [Universidade Paulista], UNIP, São Paulo/SP, Brasil
https://orcid.org/0000-0002-1656-0489

DOI:

10.14211/ibjesb.e2187

Keywords:

Franchisee satisfaction, Franchise networks, Franchisor and franchisee relationship, Correspondence Analysis

Abstract

Objective: to analyze the associative relationship between the performance of franchise networks and the level of satisfaction of franchisees, under the hypothesis that the level of satisfaction of franchisees has a positive association with the performance of the network. Methodology/approach: operationally, descriptive and documentary research with a quantitative approach was carried out in 106 Brazilian franchise networks from 12 different sectors comprising 20,261 franchised units. The data, referring to the fiscal year 2019, were compiled from yearbooks edited and audited by the Brazilian Franchising Association and Serasa Experian (PEGN). The categorical variables used in the research were: (i) network performance, (ii) franchisee satisfaction, (iii) network age, (iv) network size, and (v) franchise rate. Main results: through descriptive statistics and application of the exploratory technique of Correspondence Analysis, the study results confirm that the franchisee's satisfaction has a positive association with the network performance. Theoretical/ methodological contributions: these results contribute to the robustness of scientific research on franchising, specifically in the field of study on the relationship between franchisor and franchisee. Relevance/originality: this study empirically validates an association proposed in the literature involving satisfaction and performance in the context of franchises. Social/management contributions: this study also offers managerial input by reinforcing the importance of franchisors supporting their franchisees.

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Author Biographies

Thalia Rodrigues Viana, Departamento de Administração e Contabilidade, Universidade Federal de Viçosa, UFV, Viçosa/MG, Brasil

Thalia Rodrigues Viana holds a bachelor's degree in Business Administration from the Federal University of Viçosa (UFV). She has experience managing franchise chains, especially in managing a network in the food sector with franchisees in the Southeast and Midwest regions of the country. His area of interest involves inter-organizational relationships with particular attention to franchise networks within the scope of management practices by franchisors.

Ana Cláudia Azevedo, Departamento de Administração e Contabilidade, Universidade Federal de Viçosa, UFV, Viçosa/MG, Brasil

Ana Cláudia Azevedo is an adjunct professor at the Department of Administration and Accounting at the Federal University of Viçosa (UFV), also working in the Graduate Program in Administration institution (PPGAdm-UFV). She has a Ph.D. in Business Administration from FEA-USP. She is a leading Research Group on Networks, Strategy, and Development (GpRED). His areas of interest include strategies and inter-organizational relationships, clusters, networks, and business ecosystems, from governance, development, and innovation perspectives. Her articles have been published in journals such as Entrepreneurship and Regional Development, Journal of Engineering and Technology Management, and Journal of Business & Industrial Marketing.

Rafael Morais Pereira, [Programa de Pós-Graduação Stricto Sensu em Administração], [Universidade Paulista], UNIP, São Paulo/SP, Brasil

Rafael Morais Pereira is a professor at the Stricto Sensu Postgraduate Program in Administration at Universidade Paulista (PPGA UNIP), a collaborating professor at the Professional Master's in Administration at Universidade Ibirapuera (MPA UNIB), and a contract professor at the Department of Administration at the University of São Paulo. (FEA USP). He holds a Doctorate and Master's degree in Business Administration from FEA-USP. His areas of interest include Organizational Strategy, Global Innovation, and International Business. His articles have been published in journals such as the Journal of Knowledge Management, British Journal of Educational Technology, Journal of Workplace Learning, Journal of Science and Technology Policy Management, and Technology Analysis & Strategic Management.

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