Resumen

PEROZO DE JIMENEZ, Graciela  y  MONTIEL SPLUGA, Lissie. Corporate Image in the Franchise System for the Lottery Game Sector. Revista Venezolana de Gerencia [online]. 2008, vol.13, n.42, pp.198-219. ISSN 1315-9984.

The fundamental objective of this article is to evaluate the corporate image of distribution channels operating under the franchise system in the lottery game sector, Municipality of Maracaibo, Zulia, Venezuela, from the viewpoint of the outside client made up of sales points. By reviewing the specific stated objectives, the study obtained: perceptions from external clients and user expectations regarding the service rendered, how the corporate image is functioning in the aforementioned system, giving a pragmatic valuation to the image in the management field. Research was of the descriptive, field type with a non-experimental, transectional design. The population consisted of 387 sales points (agencies), whole-sale clients of the distribution channels. Results indicated that external clients have a favorable perception of the physical or intrinsic attributes of the product associated with the distribution system; nevertheless, regarding extrinsic characteristics, the brand image is not perceived favorably as a fundamental aspect that guarantees needed leverage and backup, and does not achieve recognition and positioning for the product that satisfies external client expectations, centered fundamentally on the profitability margin and support from the brand.

Palabras clave : Corporate image; perception; expectations; franchise system.