Franchising in the Education Sector: How Do Pakistani Customers Perceive This New Phenomenon?
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.
KeywordsIncome Turkey Expense Malaysia OECD
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.
- Allied Schools Website (2015) http://www.alliedschools.edu.pk/about_us.php. Accessed 15 Oct 2015
- Alon I, Welsh D (2002) Global franchising in emerging and transitioning economies. Int J Bus Econ 2(1):332–343Google Scholar
- Augment (2015) Franchise opportunities in Pakistan. http://augmentfranchise.com/. Accessed 8 Jan 2015
- Beaconhouse School System Website (2016) http://www.beaconhouse.edu.pk/. Accessed 10 Jan 2016
- Casson M (2011) Franchising the American elementary and secondary educational system. Forum Soc Econ 34(1–2):61–70Google Scholar
- Dant RP, Meiseberg B (2015) A cross-national comparison of the role of habit in linkages between customer satisfaction and firm reputation and their effects on firm-level outcomes in franchising. In: Interfirm networks. Springer, New York, pp 99–124Google Scholar
- Dar-e-Arqam Website (2015) http://dar-e-arqam.org.pk/. Accessed 15 Oct 2015
- Malik ZI (2011) Pakistan education statistics. Ministry of Professional and Technical Training, Government of Pakistan, IslamabadGoogle Scholar
- Malik AB, Amin N, Ahmad K, Mukhtar ME, Saleem M, Kakli MB (2014) Pakistan education for all. IslamabadGoogle Scholar
- Perrigot R, Basset G, Meiseberg B (2017) Resale prices in franchising: insights from franchisee perspectives. J Prod Brand ManagGoogle Scholar
- The Educators Website (2015) http://www.educators.edu.pk/. Accessed 15 Oct 2015
- The World Bank (2015) Investing in the education market: strengthening private schools for the rural poor. http://www.worldbank.org/en/programs/sief-trust-fund/brief/investing-in-the-education-market-strengthening-private-schools-for-the-rural-poor. Accessed 18 Oct 2015
- UNESCO (2012) Education in Pakistan: education for all global monitoring reportGoogle Scholar
- World Bank (2014) Global economic prospects. A World Bank Group, Washington, DCGoogle Scholar