The Research of Franchise Business Performance：Perspective of Relationship Management

• Main Authors: Chin-Hsin Chen, 陳智昕
• Other Authors: Hsien-Tung Tsai
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/89201582063821217624

碩士 === 國立臺北大學 === 企業管理學系 === 101 === There are many advantages of franchising management, such as bulk purchasing、collective promotion and learning effect. In the view of franchisees, joining the franchising system can be benefited from operating cost reduction and effective control of risk. The major purpose of this research is to develop a model which based on the reviews of franchising and the theories of relationship management, for investigating the antecedents and mediation mechanism that affect franchisees performance. The major respondents of this research are franchisees in Taiwan franchising system. All the questionnaire survey is in anonymous. Addition, we also have a depth interview with franchisees to investigate the factors that might affect the interaction between franchise headquarters and franchisees. In order to promote the quality of this survey, we hired twenty researchers, who were trained by two phases. First, we introduced them about the survey background, procedure, and the practice of the standard steps. Second, we invited the chairman of Association of Chain and Franchise Promotion in Taiwan to explain the details about questionnaires. In the end, we got 209 valid questionnaires. Through the structural equation modeling (SEM), we found that there are three levels of the antecedents in relationship satisfaction between franchise headquarter and franchisees:”Social Value”, “Procedural Value”, and “Economic Value”. In the social value, it contains “Social Status Enhancement” and “Interpersonal Connectivity”; in the procedural value part, it contains “Learning Effect” and “Resource Support”; in the economic value, it contains “Past Performance Satisfaction” and “Future Expected Value” which is from the franchisees. All of the factors we had mentioned would affect the word-of-mouth behavior through satisfaction. Besides, this research also found that “procedural value” plays an important role in these three antecedents. As a point for franchising, the interaction between franchise headquarters and franchisees should focus on the resource sharing. Holding regular education training and research activities will benefit to produce spillover effect. As franchise headquarters provide essential resource support to franchisees, promoting the identity of franchisees toward organization which increasing the satisfaction of mutual relationship and improving the word-of-mouth behaviors; therefore, accelerating the overall development of the franchise system.