連鎖加盟者再續約決策之研究

An Investigation of Franchisees’ Retention Decisions

王怡仁(Wang, Yi-Jen)

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(2013年)

摘要

連鎖加盟經營 (franchising) 是行銷領域重要的研究主題之一；然而，加盟者(franchisees)的流失，不僅使得連鎖加盟體系其核心技術外流，且形同不斷地培養未來的競爭對手。本研究透過文獻回顧，提出加盟者再續約決策之前置因素，包含「總部對加盟者的支持度」、「區督導的顧客導向」、及「連鎖體系的聲譽」。本研究以 485 位台灣加盟者為實證研究對象 （訪員親訪調查法），並以 LISREL 驗證本研究所提出之研究模型。本研究發現：連鎖加盟總部若想要
提升與加盟者的關係，應著重在加盟者資源支持，此一行為有利於雙方關係的深化。再者，本研究發現區督導為總部與加盟者間重要的橋樑，其顧客導向程度會顯著影響雙方關係發展。最後，本研究亦發現當加盟總部擁有較好的外在聲譽時，會出現鎖住 (lock-in) 的效果。除此之外，本研究發現「知覺關係投資」扮演中介機制的角色，中介了前因對於「再續約決策」的影響效果。再者，本研究亦深化過去關係行銷學理，發現「關係傾向」為促進知覺關係投資轉化成為再續約決策。整體而言，本研究除了延伸過去學理也提供若干實務上的建議。

關鍵字

連鎖加盟、再續約決策、關係傾向、總部支持行為

並列摘要

Franchising is one of the most important topics in marketing research, however, franchisors are facing the same problem which is franchisees leaving the franchise
system, this serious problem not only will disclose franchisors’ know-how, but also continuously create future competitors. This research draws ideas form literature
review and qualitative interviews to propose the antecedents of franchisees’ retention decision, including headquarter support, supervisor’s customer orientation, and the
reputation of the franchise system. This research collected data from 485 Taiwanese franchisees and found that if franchise headquarters wants to enhance their
relationship with their franchisees then franchise headquarters should focus on franchisees’ perceived relationship investment. Furthermore, this research found that the supervisor of the franchise system plays an important role of bridging the gap between the franchise headquarter and the franchisees. Finally, this research also found that good external reputation of a franchise headquarter has a lock-in effect to keep franchisees in the system. In addition, this research found that perceived relationship investment has a mediating effect between the antecedents and the
retention decision. Moreover, this research’s findings strengthen past marketing and management theories. Since, this research found that relationship proneness has a
significant effect towards relationship investment turning into retention decision. Overall this research not only extends past theories, but also provides several practical suggestions.

並列關鍵字

Franchising, retention decision, relationship proneness, head quarter support

參考文獻

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