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

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.