加盟者對加盟主價值認知之探討

Discuss the Perceived Value of Franchisees to Franchisors

何雍慶(Yung-Ching Ho) ； 盧龍泉(Long-Chuan Lu) ； 李曄淳(Ye-Chuen Li) ； 呂佳茹(Chia-Ju Lu)

《致遠管理論叢》 1卷1期 (2006/09) Pp. 23-35

https://doi.org/10.6596/DJM.2006.1(1).2

摘要

加盟連鎖體系在各先進國家的商業發展上扮演著舉足輕重的地位。本研究根據加盟連鎖總部與加盟者之間的互利關係，探討加盟者對加盟主的價值認知主要有那些，並主要探討在加盟前、中、後三個不同的時期中，加盟者的認知有何不同的差異和改變。
本研究對加盟店家（加盟者）進行問卷調查，利用KMO和Bartlett球形檢問卷的確適何做因素分析，因此利用因素分析萃取出五個主要的價值認知構面－服務滿意度與承諾、企業商譽、教育訓練、金融支援及價值轉移。再進行變異數分析(ANOVA)來檢測加盟三時期中，兩兩時期的差異性。結果發現，加盟前與加盟後只有”價值移轉”有顯著差異；加盟後與加盟未來除了”企業商譽”外，其他構面皆有顯著差異；至於加盟前和加盟未來，只有金融支援有明顯差異。
針對加盟前、加盟後、和加盟未來加盟者有差異的部分，本研究應可作為加盟主日後維持或改善的參考。至於學術界，因先前國內尚未有此方面的加盟時期價值認知的比較，因此也可提供研究加盟體系的學術領域作為參考。

關鍵字

加盟連鎖 ； 加盟關係 ； 價值認知 ； 因素分析

並列摘要

Franchise plays an important role at the commercial development of those advanced countries. This study is based on the win-win relationship between the franchiser and franchisees to discuss the perceived value of franchisees to the franchiser and to focus on seeing the difference and the change of the perceived value among the three periods-before, current and after participating the franchise.
According to the investigation on franchisee perspective, five factors were extracted from factor analysis. There were service satisfaction and commitment, corporate reputation, training, financial support, and value transformation. Then, the past and current, current and future, and past and future value assessments were tested by ANOVA. Results indicated ”value transformation” had a significant difference between past and current value assessment of franchisees. Except ”corporate reputation” factor, the other factors had significant differences between current and future value assessments. The value assessments between past and current periods, only ”financial support” factor indicated significantly different.
Regarding to the difference among three periods-before, current and after participating the franchise, this study could provide the franchiser to maintain or improve the system. In academy, since there is no reseach to compare the perceived value in different periods, this study could be a reference for academic research.

並列關鍵字

Franchise ； Franchising Relationship ； Perceived Value ； Factor Analysis