Purpose The purpose of this paper is to provide a conceptual model of behavior in the franchise network from the perspective of quality management. Design/methodology/approach Based on the review of the literature, the development of a theoretical scale for measuring quality in franchise systems in the short term (i.e. transactional quality) and in the long term (i.e. relationship quality) is proposed. Findings Two dimensions of transactional quality are identified from the franchisee perspective: contents and assistance. The dimensions of transactional quality from the franchisor's point of view refer to two aspects: formality and identify. The relationship quality identifies variables such as trust between cooperation partners, mutual commitment, and relationalism. Research limitations/implications The proposed model is a theoretical model; an additional step is to validate empirically the dimensions of the model. Practical implications The main practical implication is that the contract does not completely reflect the actual conduct of franchisor‐franchisee relationships. It is necessary to harmonize the transactional or contractual perspective with the relationship view. Originality/value The franchise system has assumed great importance as a pattern for the expansion of services and, just like any other organization, needs to preserve the quality of the business concept to achieve overall success. On that basis, this paper aims to contribute to quality management in franchise networks and proposes a dual model for measuring quality: transactional and relational quality.
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