Consequences of customer experience quality on franchises and non-franchises models

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dc.contributor.authorMainardes E.W.
dc.contributor.authorGomes V.C.A.
dc.contributor.authorMarchiori D.
dc.contributor.authorCorrea L.E.
dc.contributor.authorGuss V.
dc.date.accessioned2024-03-12T23:53:09Z
dc.date.available2024-03-12T23:53:09Z
dc.date.issued2019
dc.description.abstract© 2019, Emerald Publishing Limited.Purpose: The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers. Design/methodology/approach: After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS. Findings: The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality. Originality/value: The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.
dc.description.firstpage311
dc.description.issuenumber3
dc.description.lastpage330
dc.description.volume47
dc.identifier.doi10.1108/IJRDM-09-2018-0211
dc.identifier.issn0959-0552
dc.identifier.urihttps://dspace.mackenzie.br/handle/10899/35267
dc.relation.ispartofInternational Journal of Retail and Distribution Management
dc.rightsAcesso Restrito
dc.subject.otherlanguageCustomer experience
dc.subject.otherlanguageEXQ
dc.subject.otherlanguageFranchises
dc.subject.otherlanguagePurchase intention
dc.titleConsequences of customer experience quality on franchises and non-franchises models
dc.typeArtigo
local.scopus.citations9
local.scopus.eid2-s2.0-85065823797
local.scopus.updated2024-05-01
local.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85065823797&origin=inward
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