以內部創業觀點探究內部加盟加盟主之加盟意願及滿意度

由於連鎖加盟產業的普及化，連鎖企業面臨許多挑戰，加盟型態也因而改變，由過去追求快速展店的外部加盟制度，逐漸改為只接受內部員工加盟的內部加盟制度。加盟總部與內部員工合夥展店，有助於雙方成本降低、資源取得提高、知識移轉，提升組織本身競爭優勢，達到雙贏目的。據此，本研究以台灣連鎖茶飲加盟體系為研究對象，將研究區分為「加盟前」與「加盟後」兩階段。首先，探討加盟前提升員工內部加盟意願的因素，除了討論過去研究著重的經濟性因素之外，透過訪談本研究歸納出社會心理因素、相關能力兩項構面與經濟性因素共同進行討論。接著，進一步探究加盟主以內部加盟方式創業後，影響加盟主對於以內部加盟方式創業的滿意度因素，藉由訪談以及回顧文獻，歸納出社會心理因素與經濟性因素兩項構面共同討論。研究結果發現，影響加盟主意願與加盟滿意度，其中最重要社會心理因素皆與先前關係有關(即加盟主與總部關係、同事間關係、員工朋友關係)，同時也受到經濟因素的影響，此外，加盟主經由加盟總部訓練，獲取加盟所需管理能力與經營能力，皆會提升其加盟意願。

關鍵字

內部加盟；連鎖加盟；加盟意願；加盟滿意度

並列摘要

Due to the population of franchising , chain industries face lots challenges; therefore, the pattern of franchise also changes. Transferring from external franchise system which pursues expanding stores quickly to internal franchise system which only employees can Franchise. The franchisee and the internal employees expand stores as partner is conducive to cost reduction, enhancement of acquiring resources and knowledge transfer so as to increase the competitive advantages of the organizations themselves and to achieve the purpose of win-win. This study targets the chain of tea stores in Taiwan as objects, and the study distinguishes into two stages: "before franchise" and "after franchise." 　 First, exploring the factors that promote employees to be a franchise before franchising. In addition to the discussion of economic factors emphasized by past studies, this study generalizes two constitutions: social psychology factors and relevant capability to carry out the discussion through interviews. Furthermore, investigating the factors which affect the franchisor's satisfaction of starting business as internal franchise’s after franchising. This study generalized social psychology factors and economic factors two terms to discuss together by interviews and literature retrospections. The results discover that the most important social psychology factors which influence franchisor’s willingness and satisfaction are all relevant with previous relationships - which is the relationship between franchisor and franchisee, relationship among colleagues, relationship among employees’ friends, and also affected by economic factors simultaneously. Moreover, after training by franchisee, franchisors could obtain management and operating capabilities which are franchise required, and this will increase the franchise willingness.

並列關鍵字

Intrapreneurial ； Franchise ； Franchise behavioral intention ； Franchise satisfaction

參考文獻

3.簡震宇（2011）。連鎖加盟事業以內部加盟或外部加盟方式展店考量因素之初探，中原大學企業管理學系碩士論文。

Williamson, O.E. & W. G. Ouchi (1981), The markets & Hierarchies program of Research: Origins, Implications, prospects, in Perspectives on Organization Design & Behavior, A. H. Van de Ven & W. F. Joyce, Eds. New York: John Wiley & Sons, inc., pp.347-370.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior & Human Decision Process, 50(2), December, 179-211.

Argote L. 1999. Organizational Learning: Creating, Retaining & Transferring Knowledge. Kluwer Academic Publishers: Boston, MA.

Audretsch, D. B. (2007). The entrepreneurial society. New York: Oxford University Press.

國際替代計量

以內部創業觀點探究內部加盟加盟主之加盟意願及滿意度

全文下載

主題瀏覽