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研究生:陳淑慧
研究生(外文):Shu-Hui Chen
論文名稱:通路衝突對連鎖體系關係品質影響之研究
論文名稱(外文):A Study On Channel Conflict Affecting Relationship Quality
指導教授:趙沛趙沛引用關係
指導教授(外文):Pei Chao
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:89
中文關鍵詞:關係品質通路衝突自我效能
外文關鍵詞:channel conflictself-efficacyrelationship quality
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本文嘗試以加盟者的角度探討連鎖體系關係品質的增進,研究加盟者自我效能差異在通路衝突對關係品質之間的關聯性。一方面希望能驗證現有理論之變數,另一方面希望對實務現象提供有效的描述與解釋。
本研究之目的:(1)以關係品質作為加盟者對加盟總部相互依存關係的指標。(2)探討通路衝突對關係品質的影響。(3)分析加盟者自我效能之差異,是否會在衝突型態對關係品質的影響過程中產生干擾效果。(4)分析加盟者工作經驗多寡,是否會在衝突類型對關係品質的影響過程中產生調節效果。根據以上分析結果,針對連鎖產業提出增進關係品質與加盟店管理的建議。
本研究經問卷調查與統計實證:(1)支持加盟體系中維持低關係衝突或低過程衝突對良好的關係品質具有顯著性的影響。(2)本研究主張加盟者自我效能因素會影響衝突型態對關係品質之間的關係,經由統計實證後,證實自我效能因素確實在關係衝突與關係品質間以及過程衝突與關係品質間具有明顯的調節效果。(3)本研究進一步證實高自我效能的加盟者,其對於低關係衝突情況時,產生高關係品質的效果會較低自我效能者更佳。(4)較多工作經驗的加盟者,其對於高任務衝突及低關係衝突情況時,產生高關係品質的效果會較少工作經驗的加盟者更佳。
結論建議:(1)本研究建議加盟總部應可將績效衡量的標準加上與加盟者的關係品質的指標,適時的反應加盟者的實情,如此才能綜合所有的狀況,讓總公司做出妥當的營運。(2)企業組織在面對關係品質管理時,應盡量降低企業組織間的關係衝突及過程衝突,才能維持良好的合作關係,提高加盟體系雙方的經營績效。(3)各公司在徵才時,除了以專業技能來作為考量應徵者條件的因素之外,亦應將其自我效能所發揮的程度列入考核的重點,或安排適當的訓練,來促進其自我效能的發揮,以增進良好之關係品質。(4)連鎖加盟產業由於體系龐大,往往應用制式的規章來強制性管理(契約規範),要求加盟者依循契約規定來作業,因此在管理上往往忽略了員工反應的問題,本研究證實具豐富經驗的加盟者,易於發覺問題與反應不同意見(自己的想法),若管理者善加應用經驗豐富者的意見,因而刺激組織變革與創新,會帶給組織更多良性的效應。
The conflict between franchisers and franchisees is an inevitable phenomenon occurred in franchised-chain organizations. This thesis tends to investigate how conflict affects relationship quality from the franchisee’s perspective. Besides, the relationship that franchisees depend upon their franchisers may change through the relationship development. That is, franchisees may less depend upon franchisers as the franchisees’ capabilities increase. Therefore, this thesis is to examine whether franchisees’ capabilities (i.e., self-efficacy and working experience) moderate the relationship between conflict and relationship quality.
The main purposes of this thesis included: (1) using relationship quality to the index of interdependence between franchisees and franchisers; (2) examining the effects of conflict on relationship quality; (3) investigating the moderating effects of franchisees’ self-efficacy and working experience.
The findings of this thesis were: (1) low relationship conflict or low process conflict has better relationship quality; (2) self-efficacy has significant moderating effects between conflict types and relationship quality; (3) higher self-efficacy produces higher relationship quality in low relationship conflict; (4) more working experience produces higher relationship quality in high task conflict and low relationship conflict.
According to the finding results, we may provide franchised-chain organizations with some useful information. Firstly, franchisers may consider relationship quality (perceived by franchisees) as one index of performance evaluation. Secondly, franchisers may strive to avoid relationship conflict and reduce process conflict in order to develop and maintain the better relationship quality with their franchisees. Thirdly, franchisers should regard the relationship between relationship quality and conflict types as a dynamical one that changes as the increase in franchisees’ capabilities (e.g., self-efficacy and working experience)
中文摘要I
英文摘要III
誌 謝V
目 錄VI
表 目 錄VIII
圖 目 錄IX
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 關係品質5
第二節 通路衝突12
第三節 自我效能21
第四節 工作經驗32
第三章 研究方法37
第一節 研究架構37
第二節 研究變項定義38
第三節 研究假設之建立42
第四節 問卷內容與預試45
第五節 抽樣設計48
第六節 統計分析方法49
第四章 研究結果54
第一節 基本資料分析54
第二節 信度與效度分析56
第三節 抽樣樣本與主要構念的差異性分析60
第四節 衝突程度對關係品質影響之結果分析63
第五節 個人特徵在衝突型態對關係品質之間的調節效果66
第五章 結論與建議74
第一節 研究結果彙整74
第二節 實務涵意78
第三節 研究限制80
第四節 後續研究建議81
參考文獻82
一、中文部分82
二、英文部分82
附錄一 加盟者與加盟總部之關係品質問卷87
表 目 錄
表2-1-1 買主-賣方關係的發展過程 ……………………………………………6
表3-2-1 本研究變項的衡量 ……………………………………………………42
表3-4-1 CRONBACH''S Α係數……………………………………………………47
表3-4-2 研究變項之信度分析(預試) …………………………………………47
表4-1-1 問卷發放與樣本回收統計表 …………………………………………54
表4-1-2 樣本結構 ………………………………………………………………55
表4-2-1 衝突型態之因素分析 …………………………………………………57
表4-2-2 關係品質之因素分析 …………………………………………………58
表4-2-3 研究各變項之信度分析 ………………………………………………59
表4-3-1 地區與主要構念的T檢定 ……………………………………………60
表4-3-2 加盟型態與主要構念的T檢定 ………………………………………61
表4-3-3 衝突程度與關係品質的T檢定 ………………………………………62
表4-4-1 關係品質與衝突型態之關係 …………………………………………65
表4-5-3 自我效能的調節效果檢定 ……………………………………………69
表4-5-4 獨立樣本T檢定對「關係品質」差異之檢測 ………………………69
表4-5-5 「工作經驗」的調節效果檢定 ………………………………………71
表4-5-6 「工作經驗」的單純主要效果 ………………………………………71
表4-5-7 「工作經驗」的單純主要效果 ………………………………………72
表5-1-1 研究假設檢定結果彙總表 ……………………………………………77

圖 目 錄
圖1-3-1 本研究之研究流程圖……………………………………………………4
圖2-1-1 關係品質模式……………………………………………………………7
圖2-3-1 社會認知理論的三因素交互關係 ……………………………………22
圖2-3-2 自我效能與預期結果在行為及態度上的交互影響 …………………27
圖2-3-3 效用期待和結果期待之區別 …………………………………………28
圖3-1-1 本研究之探討架構圖 …………………………………………………37
圖3-6-1 統計分析方法流程圖 …………………………………………………53
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