| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === Facing the change of the franchiser-franchisee relationship nowadays, the franchisees
don’t have to work for one single franchiser for their whole life any more. And it means the
franchiser needs to examine every policy within the franchiser-franchisee relationship from
the franchisees’ point of view. Psychological contact stresses for each franchisee and the
franchiser to believe that both parties will go by the content of contract based on the
principle of reciprocity and then to carry out their obligations respectively. The
psychological contract functions through an exchange process of “franchiser’s
inducement and franchisee’s contribution.” According to the relative degree of
inducement-contribution differences, the psychological contract is going to bring forth
different types of contractual relationship. Within the different types of contractual
relationship, franchisees express the various extents of the commitment to their franchiser.
The commitment to franchiser per se indicates the relative degree of a franchisee’s
recognition and involvement to the franchiser. That is, the different types of psychological
contract affect the franchisees whether to continue the franchiser-franchisee relationship or
not.
So the purposes of this research are:
1. confer different lures---types of contribution will lead to different types of
franchiser-franchisee relationship.
2. confer different types of psychological contract how to affect franchisee commitment to
franchiser.
Here are the findings of this study:
1. The contractual relationship with a balance between franchisee’s contribution and
franchiser inducement has no significantly different commitment from the contractual
relationship with an unbalance between franchisee’s contribution and franchiser
inducement.
2. In the unbalance relationship, the situation that franchisee contribution is less than
franchiser inducement, comparing to the situation that franchisee contribution is more
than franchiser inducement, expresses a significantly greater degree of commitment.
3. In the balance relationship, the situation that franchisee contribution is as much as
franchiser inducement, comparing to the situation that franchisee contribution is as less
as franchiser inducement, shows a greater degree of commitment.
4. There are no significant difference in commitment among shopkeepers, gender, age,
education and marriage.
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