如何提升加盟體系顧客體驗的表現？─ 自主性的兩難

鍾子婷

doi:10.6844/NCKU202000774

3.238.249.17，Hello！

Close
Search Quick Search Advanced Search Publication Search	Personal Service Member Login Searching History Use Bonus Card SYMSKAN
Browse Browse by University of Graduate Thesis Browse by Pinyin of Graduate Thesis Browse by Conference Proceedings Topic Browse by Conference Proceedings Publisher Browse by Pinyin of Conference Proceedings Browse by eBook Category Browse by eBook Topic Browse by eBook Publisher
Customer Services Authorize Airiti Recommend a Journal

Search Symbol (Half-width)	Description of Search Symbols
Space	"AND" indicates the intertwining of key terms used in a search
Double Quotation Marks ("") ( " " )	Double quotation marks indicate the beginning and end of a phrase, and the search will only include terms that appear in the same order of those within the quotations. Example: "image process" ： " image process "
?	Indicates a variable letter. Entering two ? will indicate two variable letters, and so on. Example: "Appl?", search results will yield apple, apply… e , appl y … ( (often used to English word searches) )
*	Indicates an unlimited number of variable letters to follow, from 1~n. Example: Enter "appl*", search results will yield apple, apples, apply, applied, application…(often used in English word searches) e , appl es , appl y , appl ied , appl ication … ( (often used to English word searches) )
AND、OR、NOT	Boolean logic combinations of key words is a skill used to expand or refine search parameters. (1) AND (1) AND: Refines search parameters (2) OR (2) OR: Expands search parameters (3) NOT: Excludes irrelevant parameters

DOI stands for Digital Object Identifier （ D igital O bject I dentifier ） ,
and is the unique identifier for objects on the internet. It can be used to create persistent link and to cite articles.

Using DOI as a persistent link

To create a persistent link, add「http://dx.doi.org/」「 http://dx.doi.org/ 」 before a DOI.
For instance, if the DOI of an article is 10.5297/ser.1201.002 , you can link persistently to the article by entering the following link in your browser: http://dx.doi.org/ 10.5297/ser.1201.002 。
The DOI link will always direct you to the most updated article page no matter how the publisher changes the document's position, avoiding errors when engaging in important research.

Cite a document with DOI

When citing references, you should also cite the DOI if the article has one. If your citation guideline does not include DOIs, you may cite the DOI link.

DOIs allow accurate citations, improve academic contents connections, and allow users to gain better experience across different platforms. Currently, there are more than 70 million DOIs registered for academic contents. If you want to understand more about DOI, please visit airiti DOI Registration （ doi.airiti.com ）。

Data Source

College of Management > Department of Business Administration
Social Sciences > Management

Bibliography Management Tool

Related Links

Report an Issue

Purchase Single Articles

Download PDF

如何提升加盟體系顧客體驗的表現？─ 自主性的兩難

How to Enhance the Performance of the Customer Experience in the Franchising system? The Paradox of Autonomy

鍾子婷 , Masters　　Advisor：黃瀞瑩　　

英文 DOI： 10.6844/NCKU202000774

加盟體系；顧客體驗；自主權；顧客滿意度；顧客忠誠度； franchising system ； customer experience ； autonomy ； customer satisfaction ； customer loyalty

Abstract │ Reference (128) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

In service and retailing research, researchers and practitioners pay more attention to customer experience. The literature also suggested that the franchising system should focus on how to manage and create an impressive customer experience. Despite this, scholars are still vague about customer experience, and most research tried to understand the process of creating customer experience from value co-creation or customer participation perspective. However, it is less known that how to manage the creation process of customer experience in the franchising system. Besides, the franchisor may encounter the paradox of the franchisee's autonomy when pursuing the customer experience. That is, when the franchisee has a high degree of autonomy, the franchisor can reduce the cost of monitoring the franchisee. But at the same time, the franchisee may appear to free-riding, which can damage the franchisor's brand value. Conversely, when franchisees do not have the autonomy, they may limit motivation to create customer experience touchpoints, which may damage the benefits of the franchising system. Therefore, this study used the property rights theory to explain the distribution of autonomy in the franchising system, and linked autonomy, customer experience, satisfaction, and loyalty through a two-stage study. The study objectives were the store managers and customers under the franchising system. A total of 71 and 267 valid questionnaires respectively were collected, and SEM was adopted for data analysis. The results of the report showing that customer experience (including brand and interpersonal dimensions) can improve customer satisfaction and customer loyalty under the convenience store. Also, we found that autonomy is nonlinear, especially interpersonal relationship construct with autonomy will affect the performance of customer experience, and there is an inverted U-shaped relationship between autonomy, customer satisfaction, and customer loyalty. It showed that the contribution to customer experience performance will be the best at a medium level. Therefore, this study suggests that franchisees should not insist on strict supervision of franchisees, nor give up maintaining standardization for this purpose. Managers can improve the relationship between franchisors and franchisees, authorizing moderate autonomy, accelerate the customer experience, customer satisfaction and customer loyalty.

Reference ( 128 ) 〈TOP〉

Abbott, K. H., & Glass, B. (1955). Subarachnoid hemorrhage consequent to intracranial tumors: review of literature and report of seven cases. AMA Archives of Neurology & Psychiatry, 73(4), 369-379.
Arnould, E. J., Price, L., & Zinkhan, G. M. (2002). Consumers: McGraw-Hill/Irwin.
Baker, G., Gibbons, R., & Murphy, K. (2003). Governing adaptation: Decision rights, payoff rights, and relationships in firms, contracts, and other governance structures. Working Paper, Harvard Business School.
Baker, G., Gibbons, R., & Murphy, K. (2006). Contracting for control. Working Paper, Harvard Business School.
Baker, G., Gibbons, R., & Murphy, K. (2008). Strategic alliances: Bridges between ‘islands of conscious power’. Journal of Japanese International Economics, 22, 146-163.

Altmetrics

〈TOP〉

E-mail ：

When an article is available to download, a notice will be sent to your mailbox address.

E-mail ：