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研究生:蔡承祐
研究生(外文):Tsai, Chengyu
論文名稱:加盟者與加盟總部之關係認同探討
論文名稱(外文):Franchisee-Franchisor Identification: An Investigation Of Its Antecedents And Consequence
指導教授:蔡顯童蔡顯童引用關係呂姿瑩呂姿瑩引用關係
指導教授(外文):Tsai, HsientungLu, Tzuying
口試委員:劉秀雯黃哲盛蔡顯童呂姿瑩
口試委員(外文):Liu, HsiuwenHuang, JeshengTsai, HsientungLu, Tzuying
口試日期:2012-06-01
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2012
畢業學年度:100
語文別:英文
論文頁數:81
中文關鍵詞:連鎖加盟加盟主-加盟總部關係組織認同顧客-企業認同
外文關鍵詞:FranchiseFranchise-Franchisor RelationshipOrganizational IdentificationConsumer- Company Identification
相關次數:
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本研究將組織認同與顧客-企業認同理論延伸至加盟主-加盟總部情境並且檢驗上述之理論是否能在此情境下發揮效用,因此發展出加盟者-加盟總部認同理論。本研究的目標是探討加盟者-加盟總部認同理論的前因與後果和釐清此理論是否能有效地成為鎖住加盟者的機制。在模型實證部分,本研究針對國內加盟體系之加盟主進行問卷調查,佐以加盟主與總部互動之真實行為資料,接著再以PLS進行量化分析。本研究發現:加盟主對於加盟總部的認同感會受到加盟主的滿意度影響,此外加盟主的忠誠度也會受到加盟主-加盟總部認同感影響。相反地,加盟總部的聲望、獎勵與加盟主加盟時間的長短,這三者皆不會影響加盟主-加盟總部認同。本研究的發現對於連鎖加盟管理者而言,具有深遠且重要的成員關係管理意涵。

This research drew ideas from organizational and consumer-company identification theories and further extend it in order to examine franchisee-franchisor relationships, therefore, this research proposes the concept and framework of Franchisee-Franchisor Identification. The primary objective of this research is to find out the antecedents and consequence of this F-F identification and test whether this concept can act as a lock-in mechanism for franchisor to keep their franchisees in the system. Using survey data from franchisees (N=274) across over 100 franchise brands in Taiwan, the analysis suggests that franchisee’s satisfaction has a significant effect on F-F identification and F-F identification also has a significant effect on franchisees’ loyalty intention, whereas perceived prestige, reward and membership tenure do not have any effect on F-F identification. Finally, this research explains why typical organizational identification antecedents have no enhancement effect on franchisee’s identification towards their franchisor and suggests several practical management implications for franchise system managers, suggesting them how to build a successful and sustainable relationship with their franchisees.

Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Gap and Purpose 3

Chapter 2 Literature Review 5
2.1 Franchising 5
2.1.1 Types of Franchising Format 9
2.2 Organization Identification 15
2.2.1 Antecedents and Outcomes of Identification 19
2.3 Consumer-Company Identification 21
2.3.1 Consumer-Company Identification Framework 24
2.4 Perceived Organization Support 27
2.5 Service Quality 28
2.6 Relationship Marketing 30

Chapter 3 Methodology 33
3.1 Research Procedure 33
3.2 Conceptual Framework and Hypotheses 35
3.2.1 Franchisor Characteristics 36
3.2.2 Perceived Prestige 36
3.2.3 Reward 37
3.2.4 Franchisee Characteristics 38
3.2.5 Membership Tenure 38
3.2.6 Satisfaction 39
3.2.7 Loyalty 41
3.3 Data Sample and Collection 42
3.4 Measures 42
3.4.1 Perceived Prestige 43
3.4.2 Reward 43
3.4.3 Membership Tenure 44
3.4.4 Financial Satisfaction 44
3.4.5 Support Satisfaction 45
3.4.6 F-F Identification 45
3.4.7 Loyalty 46

Chapter 4 Results 47
4.1 Characteristics of Respondents 47
4.2 Reliability and Validity of the Measures 49
4.3 Hypothesis Tests 54

Chapter 5 Discussion 57
5.1 Key Findings 57
5.2 Research Limitations 60
5.3 Future Research Directions 60
5.4 Conclusion and Managerial Implications 61

參考文獻 63

References 63

Appendix 1 73

參考文獻
台灣連鎖加盟促進協會(民96)。取自http://www.franchise.org.tw。搜尋日期:民 100 年7 月1 日
台灣連鎖暨加盟協會(民89)。取自http://www.tcfa.org.tw。搜尋日期:民 100 年7 月1 日
周文賢、郭柏晴(民85)。連鎖體系規劃與管理。臺北市:華泰。
楊雅民(民 98 年9 月8 日)。鮮芋仙加盟主控總部坑殺。自由時報電子報。取自http://www.libertytimes.com.tw/index.htm
廖雅玉(民 99 年5 月19 日)。「加盟廣告不實」鮮芋仙遭罰50萬。TVBS。取自http://www1.tvbs.com.tw

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