連鎖便利商店內部行銷、關係連結與加盟承諾之關聯性研究

Relationships among Internal Marketing, Relationship Bonds and Franchised Commitment of Convenience Chain Stores

陳國雄(Kuo-Hsiung Chen) ； 黃建榮(Chien-Jung Huang)

《高應科大人文社會科學學報》 7卷2期 (2010/12) Pp. 203-222

https://doi.org/10.29888/KUASJHSS.201012.0004

摘要

本文根據相關研究，發現採用內部行銷作為是加盟體系經營成功的要件，而加盟總部透過與加盟者彼此間緊密的關係連結，亦能提昇加盟者的加盟承諾。故本文以加盟者為研究對象，採用問卷調查方法，對台灣地區四大連鎖便利商店（統一、全家、萊爾富與OK）共發出1,000 份問卷，回收有效問卷687份，以檢視連鎖便利商店中「加盟總部之內部行銷作為」與「加盟者之加盟承諾」間之關係，同時檢驗關係連結之中介效果。研究結果發現：1.加盟總部之內部行銷作為會正向影響與加盟者間的關係連結；2.加盟總部之內部行銷作為會正向影響加盟者的加盟承諾；3.加盟總部與加盟者間的關係連結會正向影響加盟者的加盟承諾；4.關係連結在內部行銷與加盟承諾間存在部份中介效果。

關鍵字

連鎖便利商店 ； 內部行銷 ； 關係連結 ； 加盟承諾

並列摘要

Many academic studies revealed that internal marketing is an important factor of management success in the franchise system; in addition, franchised commitment is increased through tight relationship bonds between franchisor and franchisee. From the above viewpoint, we intended to explore the relationships among internal marketing, relationship bonds, and franchised commitment of convenience chain stores. This research adopted questionnaires to survey the convenience franchise store system. Questionnaire survey was used in this study. 1,000 questionnaires were sent out, among which 687 were effective. The findings are as follows: First, internal marketing has significant positive influence on relationship bonds. Second, internal marketing has significant positive influence on franchised commitment. Third, relationship bonds have significant positive influence on franchised commitment. And the fourth, relationship bonds has partial mediating effect between internal marketing and franchised commitment.

並列關鍵字

convenience chain stores ； internal marketing ； relationship bonds ； franchised commitment