| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 97 === The chain & franchasing industry (C&F industry) becomes the mainstream of Taiwan retail businesss. In order to doing well in C&F industry during this more and more radical competition of the market, the owner of the business need not merely innovate continuously on the products, service, manufacturing, logistics, and vertical integration in industry value chain, he must pay attention to the relation among alliance's partner even more, and then he could get the synergies of the whole and make the advantage on the competition.
This research focus on this industry and the research objects are the franchasee of C&F industry to explorer antecedents of headquarter-franchasee relationship and its consequence on trush and performanace.
Analysis with the statistics software of SPSS 15.0 and Amos 7.0 and survey form 163 franchasee of food and drink industry, results showed that the more functional and social embedness when the chain system are in initial stage, the openness of headquarter’s business information will increase the trust from franchass toward his headquarter. Relation embedness between franchasee and headquarter will enhance their trust and franchass’s performance. Besides, the brand awarenesss of headquarter’s products will increase his performance, too.
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