- 學位論文
連鎖加盟體系績效之研究：關係管理的觀點
The Research of Franchise Business Performance：Perspective of Relationship Management
摘要
連鎖加盟經營有許多經營上的優勢，包含大量進貨、共同宣傳、及學習效果。從加盟者的角度而言，加入連鎖加盟體系可降低經營成本及有效控制風險。本研究主要是以連鎖加盟文獻以及關係管理的理論作為模型發展的基礎，提出影響加盟者績效的前置因素及中介機制。本研究是以台灣連鎖體系之加盟者為主要施測對象，並且以不記名的方式進行問卷調查。同時本研究也進行深度訪談，探討可能影響總部與加盟者之間互動關係的因素，在問卷調查的過程中，本研究徵求了20位研究人員進行問卷發放。為了提升問卷調查的品質，本研究施以兩個階段的訪員訓練：第一階段向訪員介紹問卷情境、問卷發放流程、及步驟介紹；第二階段則針對問卷題項的內容進行細部說明，同時邀請一位台灣連鎖加盟促進協會董事(亦為台灣某連鎖加盟體系負責人)為訪員進行台灣連鎖產業介紹、及調查的注意事項；例如：加盟者比較常出現於店內的時間、各個連鎖業別的尖峰時段(應避免去施測)、及親訪可能遭遇的狀況等。 本研究一共獲得209份有效問卷，透過結構方程模式的分析，本研究發現：影響到總部與加盟者之間的關係滿意度包含三個層次的前置影響因素，分別為「社會性價值」、「程序性價值」、及「經濟性價值」。在社會性價值的部分，包含有「提高社會地位」和「人際關係的互動」；在程序性價值的部分，包含有「學習效果」和「總部的資源支持」；經濟性價值的部分，包含有加盟者對於總部「過去績效的滿意度」和加盟者對這個體系「期望性的價值」，都會透過滿意度而進一步影響到加盟者的口碑行為。同時，本研究也發現，在這三個層次的前置因素當中，「程序性價值」扮演了關鍵性的角色。從連鎖加盟經營的角度而言，總部與加盟者的互動要特別著重於資源的分享，甚至舉辦固定的教育訓練和研習活動，有利於外溢效果的產生；當加盟者遇到困難時，總部會提供必要的資源支持，例如：區域性的聯合促銷活動，可以幫助加盟者解決經營上的問題。一旦總部給予加盟者足夠的資源支持和互動，就會提升加盟者對於組織支持的感受，進一步增加雙方的關係滿意度，最後促進口碑行為，增進連鎖加盟體系的整體發展。
並列摘要
There are many advantages of franchising management, such as bulk purchasing、collective promotion and learning effect. In the view of franchisees, joining the franchising system can be benefited from operating cost reduction and effective control of risk. The major purpose of this research is to develop a model which based on the reviews of franchising and the theories of relationship management, for investigating the antecedents and mediation mechanism that affect franchisees performance. The major respondents of this research are franchisees in Taiwan franchising system. All the questionnaire survey is in anonymous. Addition, we also have a depth interview with franchisees to investigate the factors that might affect the interaction between franchise headquarters and franchisees. In order to promote the quality of this survey, we hired twenty researchers, who were trained by two phases. First, we introduced them about the survey background, procedure, and the practice of the standard steps. Second, we invited the chairman of Association of Chain and Franchise Promotion in Taiwan to explain the details about questionnaires. In the end, we got 209 valid questionnaires. Through the structural equation modeling (SEM), we found that there are three levels of the antecedents in relationship satisfaction between franchise headquarter and franchisees:”Social Value”, “Procedural Value”, and “Economic Value”. In the social value, it contains “Social Status Enhancement” and “Interpersonal Connectivity”; in the procedural value part, it contains “Learning Effect” and “Resource Support”; in the economic value, it contains “Past Performance Satisfaction” and “Future Expected Value” which is from the franchisees. All of the factors we had mentioned would affect the word-of-mouth behavior through satisfaction. Besides, this research also found that “procedural value” plays an important role in these three antecedents. As a point for franchising, the interaction between franchise headquarters and franchisees should focus on the resource sharing. Holding regular education training and research activities will benefit to produce spillover effect. As franchise headquarters provide essential resource support to franchisees, promoting the identity of franchisees toward organization which increasing the satisfaction of mutual relationship and improving the word-of-mouth behaviors; therefore, accelerating the overall development of the franchise system.