| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 94 === With the rapid changing environment and limited resource, franchising is regarded as an enterpriser’s the best choice for starting a business. Because it consists of multiple independent franchisees in a franchise system, it is difficult to manage the franchisor-franchisee relationship. In fact, due to the various objectives and interests, lawsuit and failure of shutdown in a franchise system is easy to happen. In order to maintain high quality of products and services as well as homogeneous brand image, trust plays a crucial role in franchise relationship.
This study focused on the 159 franchised gas stations of two major refueling franchisor systems in Taiwan (CPC and FPCC) and examined the determinants and impacts of trust. The results of multiple regression analyses showed the length of relationship, reputation, communication and resource commitment were important determinants and having positive influences in franchisees’ trust. It also asserted the mediating effect of trust which positively affected the franchisees’ relationship commitment and relation-specific investment. In addition, this study categorized the various perspectives of determinants. It found the explanatory power of social/ embedded-based variables was much stronger than process-based variables, and partner-specific variables had stronger explanatory power than inter- partner variables as well. Interestingly, the result of comparing the different franchisors showed the length of relationship, reputation, trust, relationship commitment and relation-specific investment of CPC were significant higher than those of FPCC. It confirmed the importance of trust in relationship marketing. The managers of a franchisor’s headquarter should pay serious attention on this issue when making and developing the policy in the franchise system.
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