- 學位論文
連鎖便利商店加盟者加盟關係中止之研究
Exploring The Termination of Franchise Relationship in Convenience Store Industry
摘要
論文摘要 本研究主要的目的在藉由訪談績效不錯但決定到期不續約的加盟者，探討加盟總部所提供的資源對加盟者續約意向的影響，並瞭解歸納出加盟者關係中止的行為意向考量。過去針對加盟關係的研究多著重加盟者對於總部的資源提供或溝通過程的認知研究，無法深入探討加盟者在轉換或離開系統的過程中所存在的影響原因，本研究希望可以了解加盟者決定離開系統的原因和過程，進而產生對加盟總部在經營上的建議。 研究的結果發現，加盟關係中止的考量是一個動態過程，過程中包含了加盟前評估、加盟經驗及對於未來的評估。在加盟前評估過程中，加盟者以本身類似的工作經驗認為足以勝任未來門市經營工作，由於品牌的迷思讓他們沒有作到深入的評估，而且對於獲利的期待也僅僅是消極性的毛利保證，由此可以看出加盟前評估並未達到預期效果。並且，他們期待加盟後能有更多的彈性時間，然而，此一期待却與便利商店二十四小時全年無休的工作特性明顯相違背。在加盟經驗中，因為人員訓練不易及經常性地面臨人力不足，並且長時間地工作，對個人生理和情緒狀況有很多負面影響。在門市經營上加盟者必須隨時面對因人員管理不良所造成的商店形象及內部管理不佳等因素，加上總部以嚴格的態度來管理加盟店，這使得加盟者必須承受莫大的壓力。同時，總部的輔導人員無法有效地協助解決門市問題，反而在處理過程中讓加盟者有不信任的感覺。如此面對內外部的壓力，加盟者沒有休假和與家人相處的時間。加盟者如此長期以來所累積的負面情緒無法在門市有效地紓解，而這種負面情緒進而影響了加盟者的家庭生活，最後進而導致加盟者開始考量中止加盟關係的可能性。他們轉換工作的考量包含了主觀個人因素及客觀環境因素，在主觀個人因素中，他們衡量著個人能力及付出、獲利，轉業的機會點及親友的支持度。然而，在客觀環境的評估中則包含其他連鎖加盟總部的進駐、政府法令規定的改變及租金成本的不斷上漲和對未來經營獲利衰退的隱憂。 研究結果也發現，加盟者關係中止的考量並非單一時間點的考量，而是一個動態且複雜的過程。若沒有加盟時錯誤的期望、就不會有期望與經驗的落差。若是他們的壓力與負面情緒可以得到協助和紓解，他們可能不會被導引到關係中止的考量過程中。也就是說，一旦加盟者進入到關係中止的考量過程中，加盟總部可能要花費相當大的力量才能夠留住加盟者，因此，這更突顯了面談甄審及加盟總部對於加盟者經營經驗的經營重要性。 過去文獻中指出加盟者轉換加盟總部之因素包含五個構面，分別是獲利能力、競爭力、後勤支援系統、良好加盟關係、企業品牌形象。本研究結果發現獲利能力、企業品牌形象確實是成為促使加盟者進入加盟體系的誘因，但因為品牌迷思而使得加盟者並沒有作深入的評估。在競爭力的部份，研究並發現由於便利商店的經營項目是容易被模仿的，因此，競爭力並非加盟者續約的主要考量。相反地，他們所擔心的是其他競爭同業臨近設店所造成業績衰退的隱憂。後勤支援系統在加盟者的續約意向上應該具有正面的意義，但是，在資料分析中可以發現加盟者的感受是不強的。同時，結果也發現加盟總部在加盟關係的維護上是沒有發揮功能的，加盟者在問題處理上不愉快的經驗，以及加盟總部在管理過程所給予的壓力，讓加盟者充滿了負面情緒。
並列摘要
Abstract The aim of this research is to explore the reasons why the franchisees terminate their contract despite having good performance and mature experience. How the franchisees view the support and resource provided by the franchisor will also be discussed. Since most of the current literature focus more on the cognitive factors the franchisees consider when terminating or renewing contract, it is hope the research can provide the process and reasons why the franchisees want to terminate contract. Therefore, some management suggestion can be proposed to the managers and franchisors. The evidence suggest that the termination of franchise relationship seems to be a dynamic process which include the selection before entering the franchise, the franchise working experience and the evaluation for the future. First, in the selection before the entering the franchise, the relevant working experience and brand appears to mislead them that the franchisees did not evaluate thoroughly in the selection process. Moreover, thorough profit evaluation also did not work that it only means the minimal profit guarantee for them. Furthermore, they also appeared to have the expectation of more flexible working time after entering the franchise in the selection process. Apparently, it contradicts with the working time of convenience store (24 hours). To sum up, the selection process did not work effectively since it did not help the franchisors to have suitable expectation and evaluation. In term of the experience of being franchisee, most of them explain they always have the problem of labor shortage and training. Furthermore, long working hours also have negative impact on their health and mental status. Internally, the franchisees always have to face the pressure of poor management. Externally, they also have to face the stress from the supervisors. At the same time, the supervisors seem to fail to help the franchisees to solve their problems. As a result of facing internal and external pressure, the franchisees did not only have very little time for their family, but also bring the negative emotion to their families. Consequently, they have to seriously consider the possibility of career change. Moreover, the research data suggest that the factors when the franchisees consider the possibility of career change include personal factors and environmental factors. The personal factors are individual ability, cost, benefit, the possibility of career change and the support from their families. The environmental factors are the competition with other convenience store, the change of the law, the increased cost of rent and the possibility of decreased revenue in the future. The research evidence also suggests that how the franchisees consider the possibility of termination of franchise relationship is a dynamic and complicated process. If they did not have unsuitable expectation, they would not have the frustration. They have could get enough help to solve the problems and pressure they have, they would not even consider the possibility of career change. In other words, it would take a lot of efforts to retain the franchisee when they start the process of considering the termination of franchisee relationship. Therefore, the importance of selection process and the support from franchisor are revealed if one want to retain the franchisees.