加盟者為顧客：對加盟主的滿意度—以一個台灣英語教育機構為例

Franchisee as a Customer: Satisfaction of Their Franchiser—Case Study of a Taiwanese Franchise English Educational Institution

陳湄涵(Maehan Chen)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學組/碩士(2010年)

https://doi.org/10.6342/NTU.2010.00339

摘要

在過去 20多年，加盟連鎖經營模式已於台灣成為一種很受歡迎的經營模式。不僅是在數量上有越來越多的加盟連鎖公司，連加盟店數量也逐漸增加。即使在過去十年的經濟不景氣，加盟連鎖公司也從1,134家、72,888個加盟店，增加到2009年的1,715家、106,724個加盟店。由於加盟主和加盟者之間的關係也是一種服務提供者和客戶的關係，所以一個顧客滿意度的研究也是重要的。

本研究旨在研究一個台灣的連鎖加盟專業英語教學機構。針對各加盟點的出資加盟者做了一份問卷調查，以及後來問卷結果的分析。

結果發現，雖然加盟者對許多方面所提供的服務算是滿意的，但是有三個部分並不十分滿意。與加盟主進一步的溝通發現，其中有兩個部分已經在處理中。但是第三個部分問題仍然存在。卡方分析顯示第三個部分有幾個小部分與加盟者的加盟時間與年齡有些許關係。

關鍵字

加盟連鎖經營 ； 加盟店滿意度 ； 英語教學機構

並列摘要

The franchise business model has become quite popular in the past twenty-some years in Taiwan. Not only are the franchise companies growing in numbers, so are their chain locations. Even in the past decade of economic depression, franchise chains grown from 1,134 with 72,888 stores to 1,715 and 106,724 stores in 2009. Since the relationship between franchisers and franchisees are also a type of relationship between service providers and their customers, it is important that a study be done on the satisfaction of franchisees on their franchiser.

This study aims to look at one particular franchise company in the field of English education in Taiwan. A research questionnaire was distributed to the fund providing managers of the franchise locations, and the questionnaires were later analyzed.

Results showed that while the franchisees are satisfied with many aspects of the services provided, there are three specific areas they are not so satisfied with. Further communication with the franchise headquarters discovered that two of the areas are already being addressed, but the third has remained. Chi-square analysis was done on the third area of concern and results showed that three of the details have statistical significance with age and years of franchise with the institution.

並列關鍵字

franchise business ； franchisee customer satisfaction ； English language institution

參考文獻

VI. References

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Kuo, C. H. 郭啟祥 (2007). Comparison between the corporate owned and voluntary chain in the supplementary and nursery institution. Unpublished Master’s Thesis, National Taiwan University.

Naisbitt, J. (1982). Megatrends: Ten new directions transforming our lives. New York: Warner Books.

Association of Franchise and Chain Promotion, Taiwan. (2010). Official website. Retrieved June 29, 2010, from http://www.franchise.org.tw/about.php?template=about.html.