The purpose of this paper is to investigate franchisees' perception of the value of quality service in the franchise system. Two dimensions, perceived importance and perceived gaps of the quality of the franchise system, form the anchors of a proposed 2 x 2 franchise system quality(FSQ) matrix....

Abstract: Purpose This study aims to develop and test a service-based demographic framework for studying service quality perceptions. Specifically, the effect of level of service contact and key demographic variables of age, gender and income on service quality perceptions is examined....