| Summary: | 碩士 === 國立政治大學 === 國際貿易學系 === 89 === The article proposes the quality of service provided by the headquarters to their franchise chains. Is this a vital factor in regards to satisfaction from the franchise point of view? Could other factors influences their satisfaction level. For example, Relationship market: commitment, continuance trust etc. In this essay we need to scrutinize which is the deciding factor that will influence the performance of the franchise chain and enhance further cooperation between the headquarter and the franchise chains. Did the quality of service and benefit provided by the headquarter enable them to hold up the franchise chains? How about these factors correlated with each other. Practically, from my comprehensive testing which include a survey and questionnaire. By using this data we wanted to realize the quality of service and relation marketing how it infect the franchise chain’ satisfaction and enhance cooperation with the headquarter.
The results indicated that the relationship marketing is the essential factor, which has the most effect on the satisfaction factor between the headquarters and the franchise chains. Conversely it is not the quality of service offered by the headquarter as we thought initial. Therefore the key to successful relationship should be based on trust and communication with the franchise chains. The other asset specificity should be provided by the headquarter. This will hold up the performance of the franchise chains thus creating a supply demand situation, which is beneficial, both parties.
To conclude our research, we can suggest how to operate the active of relationship, making trust, which will ensure a more stable cooperation in the long terms.
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