Transferência de conhecimento em rede de franquia e sua relação com a satisfação dos franqueados: um estudo no segmento de presentes.

Abstract

This article aimed to analyze the satisfaction of franchisees of the network object of study, in relation to the continuous support and the franchisor's knowledge transfer process. Based on the theoretical literature on franchising, and addressing the concepts related to knowledge transfer and franchisee satisfaction, a descriptive quantitative study was carried out. This study was based on a franchise network that operates in the creative gifts segment, for ethical reasons the brand name was not disclosed. An online questionnaire was applied to all 50 franchisees that are part of the brand object of study. The analysis involved descriptive statistics (measures of central tendency and variability), inferential (correlation and regression) and linear regression. The results show that the franchisor's ability to transfer knowledge has a positive association with franchisee satisfaction. The work contributes to the extent that it highlights how important the relationship between the franchisor and its franchisees is for the good performance and expansion of the brand.