Criteria used in the selection of franchisees: an application in the service industry

José Ramírez-Hurtado (), Flor Guerrero-Casas () and Francisco Rondán-Cataluña ()

Service Business, 2011, vol. 5, issue 1, 47-67

Abstract: The service industry is one of the greatest driving forces behind the growth of franchising in many countries. The aims of this study are to identify the characteristics of the franchisee profile preferred by franchisors in the service industry and to show how the simulation of franchisees with conjoint analysis constitutes a powerful tool for the correct selection of franchisees by franchisors. Criteria that franchisors in the service industry look for in franchisee candidates are ranked by importance using conjoint analysis; a decomposition methodology that is rarely used in this field. The value of the paper is significant as it provides a practical framework for franchisors for the selection process of franchisees when choosing from a group of potential franchisees. Copyright Springer-Verlag 2011

Keywords: Franchising; Selection; Criteria; Conjoint analysis; Simulation; Service industry (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11628-011-0101-2

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