Conocimiento y gestión de las señales de calidad para consolidar la relación entre franquiciador y franquiciado

  1. Calderón Monge, María Esther
Book:
Estrategias de distribución y comportamiento de compra multicanal: tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de marketing
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Trespalacios Gutiérrez, Juan Antonio (coord.)
  3. Estrada Alonso, Eduardo (coord.)
  4. González Mieres, Celina (coord.)

Publisher: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-431-4

Year of publication: 2013

Pages: 19-31

Type: Book chapter

DIALNET GOOGLE SCHOLAR lock_openOpen access editor

Abstract

quality of the franchisor-franchisee relationship in a franchise store is necessary to be the successful. one important element of this quality is the franchisor´s adequate choice of his franchisees, who take an interest in his brand. potential franchisees will look for the signals of quality which will be sent by the franchisor and will be transmited the brand quality for making-decision. observable and credible signals mainly are looked for by the potential franchisees for choosing a franchise brand.

Data source: Dialnet