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Can Service Quality Be Standardized in a Franchise Network? The Case of McDonald’s in Egypt

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Network Governance

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

This study investigates service quality variation among McDonald’s fast food franchise chain outlets. Findings from the data collected from 162 customers indicate that McDonald’s fast food chain restaurant is able to ensure service quality standardization across its franchised outlets located in Egypt, while it fails to ensure this standardization across franchised units in Egypt on the one hand and franchised units abroad on the other hand. The study concludes that, although standardization is expected from the franchised outlets, some outlets are not able to follow the same standards, especially, when they are functioning in different conditions.

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Authors and Affiliations

  1. Faculty of Commerce, University of Alexandria, Alexandria, Egypt

    Hanane Elzeiny

  2. CREM UMR 6211, IGR-IAE, University of Rennes 1, 11, Jean Macé Street, CS 70803, 35708, Rennes Cedex 7, France

    Gérard Cliquet

Authors
  1. Hanane Elzeiny
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  2. Gérard Cliquet
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Correspondence to Hanane Elzeiny .

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Editors and Affiliations

  1. , Institut für Strategisches Management, Universität Münster, Leonardo-Campus 18, Münster, 48149, Germany

    Thomas Ehrmann

  2. , Department of Management, University of Vienna, Brünner Str. 72, Wien, 1210, Austria

    Josef Windsperger

  3. , Institute of Management of Rennes (IAE), Université de Rennes 1, rue Jean Macé 11, Rennes Cédex 7, 35708, France

    Gérard Cliquet

  4. , Rotterdam School of Management, Erasmus University Rotterdam, Burgemeester Oudlaan 50, Rotterdam, 3062 PA, Netherlands

    George Hendrikse

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Elzeiny, H., Cliquet, G. (2013). Can Service Quality Be Standardized in a Franchise Network? The Case of McDonald’s in Egypt. In: Ehrmann, T., Windsperger, J., Cliquet, G., Hendrikse, G. (eds) Network Governance. Contributions to Management Science. Physica, Berlin, Heidelberg. https://doi.org/10.1007/978-3-7908-2867-2_14

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