The Study of Franchise Brand Loyalty- An Empirical Study of Real Estate Broker of Franchisers

• Main Authors: Hsiu-Yuan Yeh, 葉秀源
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/9bk8xp

碩士 === 國立東華大學 === 高階經營管理碩士在職專班 === 95 === Recently, the franchise organization has emerged from commercial channels and become a new force. Recently, the franchise organization has become a new force and emerged from commercial channels. Nowadays, people have to take this issue seriously; the franchise organization gets more channels and diverseness into a new era. The aim of this research is to examine the relationships among the franchiser and the franchisor headquarter. There are more brands of franchise businss; however they had similarly franchise agreement in this industry. For the difference, the brand of franchisor can make the characteristic and market segmentation outstanding than others to stabilize the loyalties. This research is to aim directly at brand image, clients’ satisfaction, brand equity, switch cost to measure the franchisers to franchisor headquarter’s loyalty. The result shows that the brand image influences the franchisers’ loyalty and brand equity significantly positively. The result indicates when the franchise switch cost higher than others, the franchiser still be part of same franchise.