The Relationship of Relationship Bonding, Trust and Commitment- Moderating Effect of Relationship Phases

• Main Authors: Wei-Ru Huang, 黃瑋如
• Other Authors: Cheng-Nan Chen
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/37994350926484457198

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 92 === 　　It’s very competitive in franchise system in Taiwan. Therefore, the primary subject for the franchisor is to keep a good relationship with franchisees. The franchisor should develop a long-term partnership with franchisees under a well interaction. The main purposes of this study are to investigate how the factors of relational bonds influence the level of trust and commitment between the franchiser and franchisees in the franchise system in Taiwan, the relationship between trust and commitment, and the mediating and moderating effects of relational phases. 　　This research is targeted at the franchisee in franchise system in Taiwan. By the convenience sampling method, the research was conducted by the questionnaire survey method. SPSS 10.0 and Amos 4.0 were used to process and analyze the gathered data. The methods of data analysis in this research include the tests for reliability and validity, descriptive statistics, regression analysis, linear structure relation analysis and analysis of variance. 　　The major findings of this study are as follows: when the significant level was at 0.01, the functional bond and structural bond are positively associated with the trust and commitment, trust and commitment are also positively related, and the relational phases has a partial mediation. According to these results, we make some suggestions for the franchise system in Taiwan: (1) The franchisor should put great emphasis on the relationship between themselves and their franchisees. (2) During the different relational phase, the franchisor should use different bonding strategy. (3) A reliable franchisor is helpful to raise the level of trust and commitment to the franchise system of the franchisees.