Franchising in the Education Sector: How Do Pakistani Customers Perceive This New Phenomenon?

  • Muhammad Akib WarraichEmail author
  • Rozenn Perrigot
Part of the Contributions to Management Science book series (MANAGEMENT SC.)


The literature on franchising is growing. However, the customer perceptions regarding franchising have rarely been explored, and the few existing studies deal with developed markets, e.g., the UK and the USA. The aim of this research is to assess how customers perceive franchising in the education sector in Pakistan. More specifically, our research questions are the following: (1) According to the customers, what are the differences between franchised schools and public schools? (2) What are the customer perceptions regarding the main characteristics of franchising in the education sector? (3) What are the customer perceptions regarding social achievements of these franchised schools and chains? (4) According to the customers, what are the opportunities and challenges associated with franchising in the education sector? We adopt a qualitative approach with 17 face-to-face interviews conducted with customers of franchised schools in Pakistan, including parents and students.


Public School Education Sector Educational Service Private Tutoring Customer Perception 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



The authors sincerely thank the Science of Man, Organizations, and Society Doctoral School (SHOS), University of Rennes 1, for having contributed to the funding of the data collection in Pakistan as well as the French National Research Agency (references: FRANBLE—ANR-12-BSH1-0011-01) and the Center in Franchising, Retail & Service Chains for their significant support.


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Center of Research in Economics and Management (CREM UMR CNRS 6211)Graduate School of Management (IGR-IAE), University of Rennes 1Rennes Cedex 7France
  2. 2.Center in Franchising, Retail & Service ChainsGraduate School of Management (IGR-IAE), University of Rennes 1Rennes Cedex 7France

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