THE USE OF IMPORTANCE-PERFORMANCE ANALYSIS TO MEASURE THE SATISFACTION OF TRAVEL AGENCY FRANCHISEES

RAMÍREZ-HURTADO, JOSÉ M.

doi:10.1590/S0034-759020170105

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ARTICLES • Rev. adm. empres. 57 (1) • Jan-Feb 2017 • https://doi.org/10.1590/S0034-759020170105 copy

THE USE OF IMPORTANCE-PERFORMANCE ANALYSIS TO MEASURE THE SATISFACTION OF TRAVEL AGENCY FRANCHISEES

Utilização da análise de importância-desempenho para medir a satisfação de franqueados de agências de viagens

El uso del importance-performance analysis para medir la satisfacción de franquiciados de agencias de viajes

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

This study contributes to the limited literature on the satisfaction of travel agency franchisees. Specifically, it aims to identify strengths and weaknesses of the system from the perspective of the franchisee. This study would enable franchisors to identify areas in which franchisees are less satisfied. If franchisees are satisfied with numerous aspects that influence the franchisor-franchisee relationship, the latter may have a high degree of loyalty towards their franchisors and this would benefit the entire network. This article uses a variant of the classic importance-performance model from Martilla and James (1977)Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77-79. doi:10.2307/1250495
https://doi.org/10.2307/1250495... and others (Ábalo, Varela, & Rial, 2006Ábalo, J., Varela, J., & Rial, A. (2006). El análisis de Importancia-Valoración aplicado a la gestión de servicios. Psicothema, 18(4), 730-737.; Picón, Varela, & Braña, 2011Picón, E., Varela, J., & Braña, T. (2011). La representación de los datos mediante el Análisis de Importancia-Valoración: Problemas y alternativas. Metodología de Encuestas, 13, 121-142.). The results show that the attributes travel agency franchisees feel more dissatisfied with are: chain advertising, ongoing support from franchisors, the initial franchisor support, delivery from the franchisors, and training provided by franchisors.

KEYWORDS
Satisfaction; importance-performance analysis; franchising; travel agency industry; attributes

Ranking	Ramírez and Quattrociocchi (2009)Ramírez, J. M., & Quattrociocchi, B. (2009). An update of the franchisee motivations: A study in Spain. Journal of Applied Economic Sciences, 8, 210-220. (Spain)	Guilloux et al (2004)Guilloux, V., Gauzente, C., Kalika, M., & Dubost, N. (2004). How France's potential franchisees reach their decisions: A comparison with franchisers' perceptions. Journal of Small Business Management, 42(2), 218-224. doi:10.1111/j.1540-627x.2004.00107.x https://doi.org/10.1111/j.1540-627x.2004... (French)	Withane (1991)Withane, S. (1991). Franchising and franchisee behavior: An examination of opinions, personal characteristics, and motives of canadian franchisee entrepreneurs. Journal of Small Business Management, 29(1), 22-29. (Canada)	Peterson and Dant (1990)Peterson, A., & Dant, R. P. (1990). Perceived advantages of franchise option from the franchisee perspective: Empirical insights from a service franchise. Journal of Small Business Management, 28(3), 46-61. (United States)	Knight (1986)Knight, R. (1986). Franchising from the franchisor and franchisee points of view. Journal of Small Business Management, 24(3), 8-15. (Canada and United States)	J. Stanworth (1985)Stanworth, J. (1985). The School of Management Studies of the Polytechnic of Central London. In M. Mendelsohn (Ed.), The Guide to Franchising. Oxford, U.K.: Pergamon Press.	Hough (1986)Hough, J. (1986). Power and authority and their consequences: A study of the relationships between franchiser and franchisee. Faculty of Management Studies, Polytechnic of Central London, London. Unpublished PhD thesis.
1	Proven business format	Advice and assistance before opening	Proven business format	Training provided	Established name	National affiliation	Franchise support
2	Startup support	Name	Less risky	Established name	Satisfaction	Franchisor support	Lacked experience
3	Established name	Possibility for development	Goodwill	Greater independence	Greater independence	Better investment	Established name
4	Training provided	Franchiser’s support	Startup support	Better investment	Faster development
5	Faster development	Profitability	Ongoing support	Lower development cost	Proven formula
6	Ongoing support	Advertising	Quick start		Better investment

		Performance	Importance	Discrepancies
1	Brand image	6.83	7.89	-1.06
2	Business operations done before	6.68	7.83	-1.14
3	Size of the franchise	6.27	7.16	-0.89
4	Experience of the firm	6.70	7.59	-0.89
5	Experience of the franchise chain	6.98	7.90	-0.92
6	Belonging to the Official Registry of Franchisors	6.33	6.83	-0.49
7	Training provided by the franchisor	6.16	7.87	-1.71
8	Initial investment	7.03	7.79	-0.76
9	Length of the contract	6.95	7.21	-0.25
10	Initial support of the franchisor	6.25	8.03	-1.78
11	Ongoing support of the franchisor	5.59	7.63	-2.05
12	Chain advertising	4.90	7.14	-2.24
13	Initial fee	6.08	7.37	-1.29
14	Royalties	5.76	7.37	-1.60
15	Advertising fee	5.33	6.86	-1.52
16	Delivery from the franchisor	4.86	6.59	-1.73
17	Supervision by the franchisor’s head office	4.70	5.94	-1.24
18	Internationalization of the chain	4.60	5.37	-0.76
	Average	6.00	7.24

Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo Av 9 de Julho, 2029, 01313-902 S. Paulo - SP Brasil, Tel.: (55 11) 3799-7999, Fax: (55 11) 3799-7871 - São Paulo - SP - Brazil
E-mail: rae@fgv.br

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[TFN1] Source: Ramírez and Quattrociocchi (2009)Ramírez, J. M., & Quattrociocchi, B. (2009). An update of the franchisee motivations: A study in Spain. Journal of Applied Economic Sciences, 8, 210-220. based on Guilloux et al. (2004)Guilloux, V., Gauzente, C., Kalika, M., & Dubost, N. (2004). How France's potential franchisees reach their decisions: A comparison with franchisers' perceptions. Journal of Small Business Management, 42(2), 218-224. doi:10.1111/j.1540-627x.2004.00107.x
https://doi.org/10.1111/j.1540-627x.2004... and Peterson and Dant (1990)Peterson, A., & Dant, R. P. (1990). Perceived advantages of franchise option from the franchisee perspective: Empirical insights from a service franchise. Journal of Small Business Management, 28(3), 46-61..

1	Brand image
2	Business tried before
3	Size of the franchise
4	Experience of the firm
5	Experience of the chain
6	Belonging to the Official Registry of Franchisors
7	Training provided by the franchisor
8	Initial investment
9	Length of the contract
10	Initial support of the franchisor
11	Ongoing support of the franchisor
12	Chain advertising
13	Initial fee
14	Royalties
15	Advertising fee
16	Delivery from the franchisor
17	Supervision by the franchisor’s head office
18	Internationalization of the franchise