Study On The Training Effectiveness And Efficiency Of R Company Based On The Gaps Model Of Service Quality

The booming time of franchise in China began in 2000 and is still on. But the attainment rate is low. One of the reasons is the lack of comprehensive and sound services to the partnership stores delivered by the franchisers. As one of the most important methods in operating the franchising system, effective and efficient training play a crucial role the expansion of the chain system and in enhancing competence and sustain the competitive advantage both to the franchiser and the franchisee. It is a trend in need to improve the effectiveness and efficiency of the training by headquarters to the partnership stores.Firstly, the second part of the paper clarifies the concept of the effectiveness and efficiency of training base on the analysis of relative literature. secondly the paper discuss different angles from which scholars, domestic and foreign alike, studied the ways to improve the effectiveness and efficiency of training, especially beforehand literature by using the Gaps Model of Service Quality from the point of view that training is a king of service. Finally, review the articles on raising the effectiveness and efficiency of training in franchise systems.According to the analysis in part two, the Gaps Model of Service Quality adapted taking the characteristics of training procedure into account. A special feather of training in franchise system is that the trainer in headquarter have two clients in one training activity:the owner of partnership store and the employees. Furthermore, training service quality cannot function alone. Only with transfer of training management can it concretely improve the effectiveness and efficiency of training. When the Gaps Model of Training Service Quality is applied, two kinds of clients mentioned above should be studied. Through comparing the values of their P-E gaps and the weights of all quality dimensions, the improving emphasis can be determined to avoid waste of training resources and make full use of them. Specific causes could not be figured out by basic Gaps Model of Training Service Quality. Gaps must be specified and the basic model must be integrated with model of transfer of training. Then the problem and solving methods could be worked out. A training quality improving cycle is completed by implementing the solving methods and comparing the results of quality scale outcomes with the first one. R Franchise Company in Shandong province is trying to gain the advantage over its competitors in the fierce competitive environment by developing chain stores through level 3 and 4 markets. The SERVQUAL scale measurement results show that R Company needs to improve its training service quality energetically, the focus dimensions is the reliability, responsiveness and empathy of its training service. With the analysis of the interview data, feedbacks of open-ended question and current situation of R Company's training, the conclusion is that the reasons to cause the low scores of R Company's training are the training process and the competency of trainers.Suggestions to improving the effectiveness and efficiency of R Company's training to its partnership stores are including:Invest mainly on the reliability, responsiveness and empathy of its training, not the tangible and assurance.Modify its training process, to make its training need analysis, training evaluation and training contents better and sound.Train the trainers, raise the number of the trainer and change the work content of the trainers in partnership stores.