Sistema de gestão da qualidade em franquias de escola de idiomas: estudo de caso

• Autor(a) principal: Rodrigues, Dalila de Freitas [UNESP]
• Data de Publicação: 2016
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/155355; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2017-04-25/000882177.pdf
• topic: Gestão da qualidade total; Inteligência competitiva (Administração); Franquias (Comercio varejista); Total quality management

As a result of globalization and constant technological development, quality has become a survival tool for organizations and the implementation of a Quality Management System (QMS), a basic condition for their entry and stay in the market. However, the activities standardization required by this type of system is one of the main challenges for the service sector, whose quality parameters are mostly intangible. Seeking greater competitive advantage, investments in franchising has grown significantly, specially in the language school segment. Therefore, this paper proposes to identify critical elements of the quality management system used by a language school franchise and to analyse its implementation in four franchised schools among two different brands. It's an applied research with qualitative approach that uses documents, interviews and on-site visit as tools for the case study. A comparison between the observed units shows great similarity of responses. Although they are in different locations, having distinct teaching methods, commercial approaches and operating markets, the four franchisees reported being satisfied with the administrative guidelines provided by franchisor's QMS, as well as its costs and results measurement tools. On the other hand, despite the trainings in the use of the system, franchisor's assistance is seen as insufficient. Also, franchisees consider that some of the procedures imposed by the QMS are difficult to apply and not really useful, requiring some improvement in order to better suit the needs of its users