臺灣博碩士論文加值系統

Franchising emerged as a significant way of doing business in the second half of the twentieth century, and continued to expand during the 1980s and 1990s, becoming a major force in the United States economy and high success in global market but this is very early stage of franchising in Vietnam market. Previous researches about franchising have considerably contributed to better understanding of relationships between franchisor and franchisee. However, the franchisor-franchisee relationship has yet to be fully explored, knowledge of the factors that contribute a successful relationship between franchisor and franchisee are critical to the advancement of knowledge in the retail industry.
Relational exchange theory is offered of an effective theoretical model of antecedents that can predict the effectiveness the franchisor-franchisee relationship. Beside, the commitment-trust theory supports the fact that those networks characterized by relationship commitment and trust engender cooperation which engender success of inter-firm relationships in the distribution system.
Using the survey responses of Vietnamese franchisees in food service and beverage industry, this study will test a theoretical model of trust and commitment between partners and how these two key characteristics of long and durable partnering can be affecting the relationship between franchisor and franchisee, and to determine effects of key factors that contribute the successful franchise relationship.
The results of this study generally support the hypothesized model and strongly support for the idea that trust and commitment in franchise system will lead to higher level of successful franchise relationship. This study also confirm that trust and commitment, from the franchisee’s viewpoint, are essential mediating variables for the franchising success. This study has proved that trust and commitment are the key mediating variable for the relationship success. This will provide a useful tool for Vietnamese franchisees to use in examining the level of quality relationship, satisfaction and improve the overall performance business.

Franchising emerged as a significant way of doing business in the second half of the twentieth century, and continued to expand during the 1980s and 1990s, becoming a major force in the United States economy and high success in global market but this is very early stage of franchising in Vietnam market. Previous researches about franchising have considerably contributed to better understanding of relationships between franchisor and franchisee. However, the franchisor-franchisee relationship has yet to be fully explored, knowledge of the factors that contribute a successful relationship between franchisor and franchisee are critical to the advancement of knowledge in the retail industry.
Relational exchange theory is offered of an effective theoretical model of antecedents that can predict the effectiveness the franchisor-franchisee relationship. Beside, the commitment-trust theory supports the fact that those networks characterized by relationship commitment and trust engender cooperation which engender success of inter-firm relationships in the distribution system.
Using the survey responses of Vietnamese franchisees in food service and beverage industry, this study will test a theoretical model of trust and commitment between partners and how these two key characteristics of long and durable partnering can be affecting the relationship between franchisor and franchisee, and to determine effects of key factors that contribute the successful franchise relationship.
The results of this study generally support the hypothesized model and strongly support for the idea that trust and commitment in franchise system will lead to higher level of successful franchise relationship. This study also confirm that trust and commitment, from the franchisee’s viewpoint, are essential mediating variables for the franchising success. This study has proved that trust and commitment are the key mediating variable for the relationship success. This will provide a useful tool for Vietnamese franchisees to use in examining the level of quality relationship, satisfaction and improve the overall performance business.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objective 2
1.3 Research Question 3
1.4 Structure of the study 4
1.5 Chapter Summary 4
CHAPTER 2: LITERATURE REVIEW 6
2.1 Definition of Franchising 6
2.2 Franchisor–Franchisee Relationship 8
2.3 Conceptual Model 10
2.3.1 Relational Exchange Theory 11
2.3.2 Trust-Commitment Theory 12
2.3.3 Components of the Model 14
2.3.3.1 Communication 15
2.3.3.2 Relationship Benefits 16
2.3.3.3 Trust – Commitment Relationship and Its Outcomes 18
2.3.3.4 Trust 18
2.3.3.5 Commitment 20
2.4 Chapter Summary 23
CHAPTER 3: RESEARCH METHODOLOGY 24
3.1 Research Design 24
3.1.1 Theoretical Framework 24
3.1.2 Research Hypotheses 24
3.2 Sampling Design 25
3.3 Data Collection Procedures 26
3.3.1 Measuring Scale 26
3.3.1.1 Measurement of Communication 26
3.3.1.2 Measurement of Relationship Benefits 27
3.3.1.3 Measurement of Trust 27
3.3.1.4 Measurement of Commitment 28
3.3.1.5 Measurement of Franchisee Satisfaction 29
3.3.1.6 Measurement of Franchisee Performance 30
3.3.1.7 Measurement of Intention to Remain in Franchise System 31
3.3.2 Questionnaire Development 31
3.3.2.1 Questionnaire Design 31
3.3.2.2 Questionnaire Pre-testing 32
3.3.2.3 Final Questionnaire 34
3.3.3 Data Collection 36
3.4 Research Method 37
3.5 Chapter Summary 39
CHAPTER 4: DATA ANALYSIS AND RESULT 40
4.1 Descriptive Statistics 40
4.1.1 Characteristic of Sample 40
4.1.2. Descriptive Statistics 42
4.2. Measurement of Model 43
4.2.1. Exploratory measurement results 43
4.2.1.1 Corrected item-total correlations 44
4.2.1.2. Exploratory factor analysis 45
4.2.1.3. Coefficient alpha and reliability 47
4.2.2. Partial Confirmatory Factor Analysis 48
4.2.2.1 Confirmatory Factor Analysis for Communication 48
4.2.2.2 Confirmatory Factor Analysis for Relationship Benefits 49
4.2.2.3 Confirmatory Factor Analysis for Franchisee Trust 50
4.2.2.4 Confirmatory Factor Analysis for Franchisee Commitment 51
4.2.2.5 Confirmatory Factor Analysis for Franchisee Satisfaction 52
4.2.2.6 Confirmatory Factor Analysis for Franchisee Performance 53
4.2.2.7 Confirmatory Factor Analysis for Intention to Remain 54
4.2.2.8 The Final Measurement Model 54
4.2.3 Reliability and Validity of Measurement Model 56
4.2.3.1 Construct Reliability 56
4.2.3.2 Convergent Validity 57
4.2.3.3 Discriminant Validity 58
4.3 Structural Equation Model 59
4.3.1 Full Structural Equation Model 59
4.3.2 Results of Hypothesis Testing 60
4.3.3. Direct, Indirect and Total Effect 64
4.3.3.1. Local Franchisee 64
4.3.3.1. International Franchisee 66
4.4. Chapter Summary 67
CHAPTER 5: DISCUSSION AND CONCLUSION 68
5.1. Findings and Discussion 68
5.2. Managerial Implication 70
5.3 Contribution of the Study 70
5.4 Limitations and Recommendations for Future Research 71
5.5 Conclusion and Suggestion 72

REFERENCES
APENDIXES 1: Questionnaire (English version)
APENDIXES 2: Questionnaire (Vietnamese version)

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