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    题名: 連鎖加盟業之合作關係研究-以市售連鎖飲料店為例
    作者: 郭亮延
    贡献者: 邱志聖
    郭亮延
    关键词: 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
    日期: 2007
    上传时间: 2009-09-18 19:59:29 (UTC+8)
    摘要: 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。
    參考文獻: 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/
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    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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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    95351036
    96
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    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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