The Effect of Franchisors’ Competitive Advantage on Franchisees’ Intentions to Remain in the Franchise System: Communication as a moderator

• Main Authors: Lu-ChingHsu, 徐綠檠
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/81805546782946194211

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 100 === According to TCFA (Taiwan Chain Store and Franchise Association), due to the small size of the market in Taiwan, the market is highly competitive. The franchising business model has become the industry adopted business strategy. Franchising provides a superior organizational alternative and how franchise firms expand through a combination of franchised and company-owned outlets. In addition, they also should control the condition of lasting current contract to increase the ratio in order to maintaining the proportion and possess of competitive advantage. In this study, through literature review, the main contents: (1) When the franchisees more perceived competitive advantage by the franchisor, the higher the intention to continue; and (2) how the role of dependence and communication between the relationship of franchisor and franchisee, and the impact of franchisees’ intension to continue. Based on all industries from franchise system in Taiwan, the results showed that competitive advantage of a franchise system is the basis for a franchisees’ intention to remain in a franchise system, franchisees’ dependence also figure out the same result. However, communication of the relationship between franchisor and franchisee did not have direct impact on a franchisees’ intention to remain in franchise system.