Perception of support value in microfranchise networks: analysis of Honeymoon theory
DOI:
https://doi.org/10.21574/remipe.v9i1.379Keywords:
franchise-chain, microfranchise, Microentrepreneurship, honeymoonAbstract
The microfranchise model has been used as a business option by investors who have low financial capacity. Academically, there is a prevalence of research on microfranchises related to socioeconomic issues. However, this study aims to fill a latent academic gap when analyzing aspects of franchisee support management. Thus, we aim to verify if there is a relationship between the franchising time in microfranchise networks and the microfranchisee's perception in relation to the support provided by the franchisor. The methodological aspects involved data collection through a survey with 222 micro-franchisees respondents. Franchise time was analyzed as a dependent variable, and as an independent variable the items that make up the franchisee support, represented in the constructs: (1) Training; (2) Prospecting and Installation; and (3) Legal and Financial Advisory. The method of linear regression analysis was used, which showed through these results that there is no relationship between the franchising time and the perception of value of the support by the microfranchisee. Thus, theoretical contributions fill gaps in microfranchise studies, honeymoon theory and resource theory.
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