| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 90 === ABSTRACT
The relationship between franchisor and franchisee is tightly connected, and supervisor plays a communication role between them. Therefore, the beneficial development of the relationship is important for the franchise system, and it has been a vital factor to maintain the franchise relation with commitment and satisfaction mutually. The concept of internal marketing was first reported in the area of service industry marketing. The initial concept came from the field of external marketing, which is based on the concept of treating members as customers. The hope was to enhance internal customers’ satisfaction so as to further develop the sense of customer service satisfaction of the members within the organization. According to the service quality model of Gronroos（1984）and literature review, internal marketing, supervisory effectiveness and relationship bonds, the purpose of this research is to develop a framework for the research and practice of franchisors and supervisors in convenient chain store.
Next, this research uses quantitative research methods to explore internal marketing, supervisory effectiveness and the impact on relationship bonds in the franchisee’s point of views. This research adopts questionnaires to survey the convenience franchise store system. The quantitative data were collected from a total of 214 franchisees belonging to four systems in three regions, Kaohsiung, Tainan and Taipei. The data analysis methods include reliability and validity analysis, factor analysis, correlation analysis, multiple regression analysis, ANOVA and related statistical investigation procedures, the results show that:
1.The research proposed operational definitions of the internal marketing and supervisory effectiveness, and developed the two scales.
2.The perception of franchisee on franchisor’s internal marketing conduct has positive impact towards relationship bonds mutually.
3.The perception of franchisee on supervisor’s supervisory effectiveness has positive impact towards relationship bonds mutually.
4.The correlation between supervisory effectiveness and functional, social bonds is apparently higher than that between internal marketing and functional, social bonds. But the correlation between supervisory effectiveness and structural bonds is almost lower than that between internal marketing and structural bonds.
Based on these results, we have concluded that:
1.Internal marketing is the combination of HRM and marketing concept.
2.Franchisors and supervisors should both have the concept of treating franchisees as customers.
3.Supervisors are vital and indispensable for franchise operation.
4.Franchisors and supervisors should positively develop the third level relationship marketing with franchisees.
5.Franchisors and supervisors should hold the need of franchisees when they are unsatisfied.
Finally, the limitation and the future research of the study were also discussed.
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