| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 99 === Chain operation can be defined as part of the vertical marketing system (VMS), which can gain the economical benefits similar to what the economics of scales can achieve. Consequently, the franchising system becomes one of the most influential methods to manipulate commercial businesses. Nevertheless, the chain operation in the local market of Taiwan is so competitive and complex that any franchisor may suffer sever hindrance in manipulation of the business and the performance of the entire organization if the franchisees terminate their partnership. To tell the truth, the indispensable issue that the franchisor should always be concerned with is to establish a solid relationship of trust between each other. The thesis is based on the relationship marketing, with the franchisees’ owners or managers as the object of the study, we will explore the franchisor’s relationship behaviors and how it affects the mutual trust between the franchisor and franchisees, even further, to investigate how the franchisees’ trust level influence franchisor’s commitment. By means of collecting relative information from conducting questionnaires, through the adoption of convenience sampling and with multifactor line regression method to analyze all the information clinically, the study has found as follows:
I.Mutual communication, two-way service assistance, and conflict solvent all plays a significant role in generating positive influence.
II.Trust bears a significant positive influence on commitment
III.Trust strengthens mutual communication and two-way service assistance as an arbitrator, thus conciliates the conflict between two sides.
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