Implementation of service profit chain initiatives in a franchise system

Show simple item record Maritz, Alex Nieman, Gideon 2009-05-28T13:14:28Z 2009-05-28T13:14:28Z 2008
dc.description.abstract PURPOSE: The purpose of this paper is to evaluate the implementation of the service profit chain as an entrepreneurial marketing initiative within a defined franchise system. An objective is also to evaluate these initiatives against service quality dimensions. Despite recognition of the merits and advantages of service profit chain initiatives of retention, related sales and referrals, little research has empirically addressed the perceptions of franchisees regarding these initiatives. DESIGN/METHODOLOGY/APPROACH: Methodology includes the empirical analysis of evaluating the effectiveness of service profit chain implementation, primarily based on initiatives of retention, related sales and referrals. Research methodology comprises the survey approach, using electronic media and Surveypro analysis. This is facilitated by descriptive and inferential statistical techniques using SPSS version 11.0 data analysis. Inferential significance tests include the ANOVA Kruskal-Wallis hypothesis test; and the Cronbach's coefficient alpha. FINDINGS: Hypothesis tests highlight the significance of a positive association between service profit chain initiatives and service quality. All service profit chain initiatives were deemed appropriate. Item analysis highlights specific dominant service profit chain initiatives, linking key relationship marketing and service quality themes. RESEARCH LIMITATIONS/IMPLICATIONS: Findings are indicative of implementation opportunities, including measurement of loyalty within the system, developing customer feedback and complaint systems, and communicating the value of service profit chain enhancement within the franchise system. ORIGINALITY/VALUE: Originality includes cognizance of entrepreneurial orientation, relationships and service quality when implementing service profit chain initiatives. Concurrent research opportunities include the implementation of other entrepreneurial marketing initiatives, including relationship marketing and benchmarking for best practice. en_US
dc.identifier.citation Maritz, A & Nieman, G 2008, 'Implementation of service profit chain initiatives in a franchise system', Journal of Services Marketing, vol. 22, no. 1, pp. 13-23. [] en_US
dc.identifier.issn 0887-6045
dc.identifier.other 10.1108/08876040810851923
dc.language.iso en en_US
dc.publisher Emerald en_US
dc.rights Emerald en_US
dc.subject Profit en_US
dc.subject Retention en_US
dc.subject Sales en_US
dc.subject Service levels en_US
dc.subject.lcsh Profit en
dc.subject.lcsh Consumer satisfaction en
dc.subject.lcsh Franchises (Retail trade) en
dc.title Implementation of service profit chain initiatives in a franchise system en_US
dc.type Postprint Article en_US

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