The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator

• Main Authors: Hsin-YingWu, 吳欣穎
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/92e45t

碩士 === 國立成功大學 === 企業管理學系 === 103 === The relationship between franchisors and franchisees is considered to an important part in franchise system, how to maintain this relationship is we are concerned. This study discusses the relationship between franchisor competitive advantage, service quality, franchisee satisfaction and trust, and adds franchisor as a moderator. This study focuses on respondents who are franchisees and SEM was used to analysis the 272 valid questionnaires collected. The results show that both the competitive advantage and service quality have positive influence on franchisee satisfaction. The franchisee satisfaction will positively affect the franchisee trust. And this study shows that franchisor openness will positively strengthen the relationship between satisfaction and trust, with the moderating effect. The study verified that it is important for relationship maintained, and franchisors can strengthen communication with franchisees.