Building customer values through franchisee and company owned stores

Franchising has proven to be one of the most important methods of doing business in today's world, especially for small and medium size enterprises. Companies that have achieved growth at exponential rates have done so, not by attempting to spread their own branches, but by associating with “likeminded people”, who provide, in addition to other people”, who provide, in addition to other resources, finance and entrepreneurial talents. Customers in turn too are looking for these franchisees for their requirements primarily because of the established trust in quality and service of these brands. The aim of this paper is to analyse the impact of franchisee and company owned stores on building customer value.