Development of a multi-criterion methodology for assessing cooperation between franchising subjects and determining effectiveness

Xodjayev Anvar Rasulovich

Marketing · 2026-yil

Annotatsiya

This article develops a multi -criteria methodology for assessing the level of cooperation between franchising entities. It is substantiated that strategic collaboration between franchisors and franchisees should not be limited to legal and financial mechan isms, but must also be evaluated through non -traditional indicators such as service quality, innovation adoption level, and compliance with brand standards. In the study, KPI indicators were identified, their practical relevance was validated through the D elphi expert assessment method, and their weight coefficients were calculated using the AHP method. At the final stage, the Cooperation Strength Index (CCI) was developed and tested on 10 franchising networks. The results revealed significant variations in cooperation levels across networks, highlighted compliance with brand standards as the most influential factor, and confirmed the existence of synergy among KPI indicators. The proposed methodology has practical significance for strategic management of fr anchising systems, strengthening franchisor –franchisee relations, and designing governmental support programs for franchising development.

Maqola ma’lumotlari
MualliflarXodjayev Anvar Rasulovich
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2026-01-31
Son1
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2026iss1/742
Indeksga qo‘shilgan2026-10-18

DOI: 10.67668/mj/2026iss1/742 · Maqolaning asl sahifasi

Kalit so‘zlar

franchising, cooperation, KPI, Delphi, AHP, SERVQUAL, cooperation strength index, brand standards, consulting services, innovation adoption, evaluation methodology, strategic collaboration, franchisor, franchisee, франчайзинг, кооперация, KPI, Delphi, AHP, SERVQUAL, индекс силы кооперации, бренд -стандарты, консалтинговые услуги, принятие инноваций, методика оценки, стратегическое сотрудничество, франчайзер, франчайзи, franchayzing, kooperatsiya, KPI, Delphi, AHP, SERVQUAL, kooperatsiya kuchi indeksi, brend standartlari, konsalting xizmatlari, innovatsiyalarni qabul qilish, baholash metodikasi, strategik hamkorlik, franchayzer, franchayzi

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAXodjayev Anvar Rasulovich (2026). DEVELOPMENT OF A MULTI-CRITERION METHODOLOGY FOR ASSESSING COOPERATION BETWEEN FRANCHISING SUBJECTS AND DETERMINING EFFECTIVENESS. Marketing, (1). https://doi.org/10.67668/mj/2026iss1/742
GOST (OAK)Xodjayev Anvar Rasulovich DEVELOPMENT OF A MULTI-CRITERION METHODOLOGY FOR ASSESSING COOPERATION BETWEEN FRANCHISING SUBJECTS AND DETERMINING EFFECTIVENESS // Marketing. – 2026. – № 1. – DOI: 10.67668/mj/2026iss1/742.
MLAXodjayev Anvar Rasulovich. “DEVELOPMENT OF A MULTI-CRITERION METHODOLOGY FOR ASSESSING COOPERATION BETWEEN FRANCHISING SUBJECTS AND DETERMINING EFFECTIVENESS.” Marketing, (1), 2026. https://doi.org/10.67668/mj/2026iss1/742
ChicagoXodjayev Anvar Rasulovich. “DEVELOPMENT OF A MULTI-CRITERION METHODOLOGY FOR ASSESSING COOPERATION BETWEEN FRANCHISING SUBJECTS AND DETERMINING EFFECTIVENESS.” Marketing, (1) (2026). https://doi.org/10.67668/mj/2026iss1/742
HarvardXodjayev Anvar Rasulovich (2026) ‘DEVELOPMENT OF A MULTI-CRITERION METHODOLOGY FOR ASSESSING COOPERATION BETWEEN FRANCHISING SUBJECTS AND DETERMINING EFFECTIVENESS’, Marketing, (1). https://doi.org/10.67668/mj/2026iss1/742
BibTeX
@article{xodjayevanvarrasulovich2026,
  title = {DEVELOPMENT OF A MULTI-CRITERION METHODOLOGY FOR ASSESSING COOPERATION BETWEEN FRANCHISING SUBJECTS AND DETERMINING EFFECTIVENESS},
  author = {Xodjayev Anvar Rasulovich},
  journal = {Marketing},
  year = {2026},
  number = {1},
  doi = {10.67668/mj/2026iss1/742},
  url = {https://doi.org/10.67668/mj/2026iss1/742}
}

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