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

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, fr...

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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
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spelling ndltd-TW-103NCKU51210412019-05-15T22:08:25Z http://ndltd.ncl.edu.tw/handle/92e45t The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator 競爭優勢、服務品質對加盟商滿意度與信任的影響:以授權商開放包容性為干擾變數 Hsin-YingWu 吳欣穎 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. Tsung-Chi Liu 劉宗其 2015 學位論文 ; thesis 70 zh-TW
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language zh-TW
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description 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.
author2 Tsung-Chi Liu
author_facet Tsung-Chi Liu
Hsin-YingWu
吳欣穎
author Hsin-YingWu
吳欣穎
spellingShingle Hsin-YingWu
吳欣穎
The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator
author_sort Hsin-YingWu
title The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator
title_short The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator
title_full The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator
title_fullStr The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator
title_full_unstemmed The Effect of Franchisor Competitive Advantage and Service Quality on Franchisees’ Satisfaction and Trust in the Franchise System: Franchisor Openness as a moderator
title_sort effect of franchisor competitive advantage and service quality on franchisees’ satisfaction and trust in the franchise system: franchisor openness as a moderator
publishDate 2015
url http://ndltd.ncl.edu.tw/handle/92e45t
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