加盟者與加盟總部之關係認同探討

Franchisee-Franchisor Identification: An Investigation Of Its Antecedents And Consequence

蔡承祐(Cheng-Yu Tsai)

指導教授 ： 蔡顯童

共同指導教授 ： 呂姿瑩(Tzu-Ying Lu)

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

本研究將組織認同與顧客－企業認同理論延伸至加盟主－加盟總部情境並且檢驗上述之理論是否能在此情境下發揮效用，因此發展出加盟者－加盟總部認同理論。本研究的目標是探討加盟者－加盟總部認同理論的前因與後果和釐清此理論是否能有效地成為鎖住加盟者的機制。在模型實證部分，本研究針對國內加盟體系之加盟主進行問卷調查，佐以加盟主與總部互動之真實行為資料，接著再以PLS進行量化分析。本研究發現：加盟主對於加盟總部的認同感會受到加盟主的滿意度影響，此外加盟主的忠誠度也會受到加盟主－加盟總部認同感影響。相反地，加盟總部的聲望、獎勵與加盟主加盟時間的長短，這三者皆不會影響加盟主－加盟總部認同。本研究的發現對於連鎖加盟管理者而言，具有深遠且重要的成員關係管理意涵。

關鍵字

連鎖加盟 ； 加盟主－加盟總部關係 ； 組織認同 ； 顧客－企業認同

並列摘要

This research drew ideas from organizational and consumer-company identification theories and further extend it in order to examine franchisee-franchisor relationships, therefore, this research proposes the concept and framework of Franchisee-Franchisor Identification.　The primary objective of this research is to find out the antecedents and consequence of this F-F identification and test whether this concept can act as a lock-in mechanism for franchisor to keep their franchisees in the system. Using survey data from franchisees (N=274) across over 100 franchise brands in Taiwan, the analysis suggests that franchisee’s satisfaction has a significant effect on F-F identification and F-F identification also has a significant effect on franchisees’ loyalty intention, whereas perceived prestige, reward and membership tenure do not have any effect on F-F identification. Finally, this research explains why typical organizational identification antecedents have no enhancement effect on franchisee’s identification towards their franchisor and suggests several practical management implications for franchise system managers, suggesting them how to build a successful and sustainable relationship with their franchisees.

並列關鍵字

Franchise ； Franchise-Franchisor Relationship ； Organizational Identification ； Consumer- Company Identification

參考文獻

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