Uncooperative Activity between Franchisee and Franchising Company of Franchise Chain in Living Services-The Perspective on Relationship to Customer Transaction.

• Main Authors: Chan-chia Hsu, 許展嘉
• Other Authors: Sheng-tsung Hou
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/25283444939079992815

碩士 === 逢甲大學 === 科技管理研究所 === 97 === Cooperative activity between franchisee and franchising company of franchise chain is important in living services system. All of franchising company policies and message must through franchisee to execute and communicate for customers understand, and to bring benefit of franchise chain operative model. In operative process of franchisee and franchising company have the same object to build long-term customer transaction relationship to gain long-term profit. In the past most of research perspective was from franchisee perspective or franchising company perspective to explain uncooperative relationship of franchise model. However, the unitary perspective can’t explain to why the uncooperative problem still exist between franchisee and franchising company in practice. This research through perspective on relationship to customer transaction, and a case study of living services franchise company to explain why the problem of uncooperative relationship in living services of franchise chain and to propose some solutions. This research identifies three customer types and three strategies to connect with customer transaction relationship. The result of research display the cause of uncooperative question is not only from franchisee and franchising company, the key point is conflict between connect strategies of customer relationship and relationship to customer transaction. Franchisee must to satisfy varied customer demand by different type customers and to implement policies of customer relationship connect strategies from franchising company at the same time. Uncooperative activities of franchise is going to occur when conflict between customer demand and policies of customer relationship connect strategies. Therefore this research suggest to avoid the situation of conflict to reduce uncooperative activities between franchisee and franchising company.