The Impact of Internal Marketing toward Franchisees’ Job Satisfaction and Re-contracted Intention

• Main Authors: Huang, Tso-Huang, 黃佐煌
• Other Authors: Huang, Yen-Tsung
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/57500455820809852901

碩士 === 東海大學 === 企業管理學系碩士班 === 98 === This study is a survey of the franchisees of a national convenience store chain in central and southern regions. A total of 163 valid questionnaires were collected and through factor analysis and regression analysis to measure the impact among the various variables. The results show that: (1) The internal marketing measures conducted by the chain headquarter form a positive effect on the franchisees’ job satisfaction; (2) The franchisees’ job satisfaction will positively affect the re-contracted intention; (3) Simultaneous internal marketing uses job satisfaction as a mediating variable which affects franchisees’ re-contracted intention and this effect reaches a fully mediated effect. The study also proposes 4 suggestions to the case company based on the research findings: (1) There is room for improvement of the franchisees’ satisfaction toward headquarter internal marketing. The headquarters shall strengthen its internal marketing measures to enhance the franchisees’ satisfaction, thereby enhancing the competitiveness of the chain stores; (2) Convenience store industry is highly competitive, the headquarters shall strengthen the quality of "channel property" internal marketing, including the professional evaluation of opening the new store, defensive strategies of the adjacent competitive stores, providing market intelligence and treat franchisees as partners; (3) Research and development of headquarters can provide the tools to assist their stores to complete the work and head office staffs may enhance the communication quality toward the franchisees. This may greatly enhance job satisfaction of the franchisee; (4) Among the dimensions of the franchisees’ job satisfaction, the "team attribution" mostly affect the re-contracted intention. It is suggested that the headquarters to enhance the sense of team attribution of their franchisees.