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研究生:郭亮延
論文名稱:連鎖加盟業之合作關係研究-以市售連鎖飲料店為例
指導教授:邱志聖邱志聖引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:82
中文關鍵詞:專屬資產衝突忠誠度專屬資產滿意度信任競爭優勢市售飲料店
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在台灣,連鎖加盟已經行之有年,並且經營的技術也趨於成熟,可是不管在各行各業中,仍然是會看到某些加盟品牌會扶搖直上,而有些卻逐漸衰退,在資訊不對稱的情況下,往往加盟者是很難透過網站上的資訊或是簽約前與加盟總部的認知中獲得詳細和確實的資訊,因此也可能導致事後合作的不愉快,甚至是最後解約的情況產生,而這樣不良的關係同時也會嚴重影響加盟主的品牌聲望和優勢。
本研究的對象乃是一般的市售連鎖飲料店,欲從加盟總部的領導行為、競爭優勢、彼此之間的信任以及總部的取代能力等外生變數,去探討如何影響加盟者與加盟總部的衝突與忠誠度關係。
本研究以路徑分析得到以下的實證結果,主要發現如下:
(一)支援性領導、總部競爭優勢、信任與總部取代能力都可以顯著地影響整體滿意度,而滿意度也顯著地影響衝突下降和忠誠度提昇。
(二)參與性領導與指導性領導在本研究不顯著,可能與本研究探討加盟體制所導致。
(三)績效的因素在本研究中並不顯著,同樣的專屬資產亦是,可能跟問卷的選項有關。
第一章 緒論 6
第一節 研究背景與研究動機 6
第二節 研究目的 8
第三節 研究流程 9

第二章 文獻回顧與理論背景 10
第一節 連鎖加盟理論 10
第二節 通路領導與整體滿意度 12
第三節 競爭優勢、績效與整體滿意度 14
第四節 信任、整體滿意度與專屬資產 16
第五節 整體滿意度、績效、信任與衝突 20
第六節 整體滿意度、績效、衝突、專屬資產與忠誠度 22
第七節 其他研究假設 25

第三章 研究方法 26
第一節 研究架構 26
第二節 各項變數的定義 27
第三節 研究假設 29
第四節 抽樣方法 30
第五節 問卷設計 31
第六節 資料分析方法 36


第四章 研究結果 37
第一節 樣本結構 37
第二節 信度分析 44
第三節 模型之研究結果 45
第四節 研究假設之實證結果與討論 49

第五章 結論與建議 58
第一節 結論 58
第二節 行銷實務建議 63
第三節 研究限制 65
第四節 後續研究與建議 66

參考文獻 68
附錄—問卷 77










圖目錄

【圖1-1】研究流程 9
【圖3-1】研究架構圖 26
【圖4-1】研究架構實證結果圖 46
【圖5-1】信任、滿意度、衝突與忠誠度關係圖 59
【圖5-2】信任、專屬資產與忠誠度關係圖 59

















表目錄

【表2-1】專屬資產分類表 18
【表3-1】研究假設表 29
【表3-2】問卷設計 35
【表4-1】訪問店家表 37
【表4-2】性別分配表 39
【表4-3】年齡分配表 40
【表4-4】教育程度分配表 41
【表4-5】合作時間分配表 41
【表4-6】是否在總部工作分配表 42
【表4-7】總部工作時間分配表 42
【表4-8】培訓時間分配表 43
【表4-9】信度分析表 44
【表4-10】相關係數表 45
【表4-11】適配度統計指標圖 47
【表4-12】研究假設實證結果表 48
【表5-1】4C架構與本研究關係 62
中文文獻
台灣連鎖加盟促進協會 http://www.franchise.org.tw/home.php

香港商報 http://www.hkcd.com.hk/

邱志聖,策略行銷分析—架構與實務應用(二版),智勝文化,民國九十四年。

賴山水,連鎖加盟店的行列,懋聯文化基金,民國八十一年。

楊靜嫻,關係行銷與滿意度對加盟者的信任與未來合作的影響—以便利商店為例,國立政治大學國際貿易所碩士論文,民國九十年。


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