The Study on Causes of Franchise Chain Aspiration in Chain Convenience Stores Industry

• Main Authors: Tsai-yun Chen, 陳彩雲
• Other Authors: Wu Wei-Ming
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/98292258971856502304

碩士 === 國立高雄第一科技大學 === 運輸倉儲營運所 === 93 === Until the end of December of 2004, the total store number of the main 10 chain convenience stores in Taiwan has surpassed 8000. The flourishing development of Taiwan convenience store market is the fastest in the world and moves gradually towards the type of multi-store franchise convenience stores. In recent years, the severely competitive market obliged the domestic convenience stores not only to change their products, equipments and businesses frequently to improve the operation efficiency and performance of a store but also formulate different strategies and motivation solutions to raise the franchise proportion in order to their competitive advantages. Gaining the high franchise proportion could make 7-ELEVEN, FamilyMart and Hi-LIFE headquarters in Taiwan develop the number of stores fast. Besides opening a new store, they encourage franchisees to continue the franchise contract by subsidy and motivation, and push multi-store franchise system that help the franchisees that have management ability and attempt to gain expected profit and create business vision. Considering entire store management helps the development of multi-store franchise system. Developing multi-store franchise chain has been regards as preemption for headquarters to expand market share and growth and the way for excellent franchisees to achieve business success. This study explores the relationship between the factors of multi-store franchise chain and franchise willing. This study surveyed Taiwan main 3 convenience store companies. Out of 550 questionnaires sent out, 386 questionnaires were useful. An empirical study was conducted to test the hypotheses of the influences of multi-store franchise chain on franchise willing by ANOVA analysis. Through examining the data, this study provides the following findings: 1. There is a significant impact of the multi-store franchisees accepting the tangible resources from headquarters on franchise willing. 2. There is a significant impact of the multi-store franchisees accepting the invisible resources from headquarters on franchise willing. 3. There is a significant impact of the franchisees accepting the human resources from headquarters on franchise willing. 4. There is a significant impact of the franchisees accepting the financial resources from headquarters on franchise willing. 5. There is a significant impact of the relationship between franchisees and headquarters on franchise willing. 6. There is a significant impact of franchise intention on re-contracted willing. 7. There is a significant impact of agency system, risk and work experience on franchise willing. This study explored the key factors influencing multi-store franchise willing from resource-based view, social exchange theory, agency theory and franchise intention. If enterprise can consider these factors and make use of them to distribute resources effectively, its performance must be superior to others. However, it is quite difficult for headquarters to consider all factors for every franchisee because of limited financial, material and human resources. Limited resources should be used in effective strategy. This study found that there was a positive effect between these factors and franchise willing. Also, it is the best decision and opportunity that develop multi-store franchise system for headquarters to carry out the factor favorable to the franchisees first. -------------------------------------------- Keywords: resource-based theory, social exchange theory, agency theory, franchise willing, franchise intention franchise headquarter, franchisee