| Summary: | 碩士 === 東海大學 === 國際貿易學系 === 100 === This research is aimed at provides franchisee organization a direction to raise franchisee satisfaction and extra-role behavior in order to build up a positive image of franchisee organization. And add the perceived insider status and the organization-based self-esteem mediating variable to discussion. The empirical context is provided by a case study of a famous beverage chain store in Taiwan. With the effective response rate 316 out of 315, we examine the effects of the research. We find that (1) Social capital positively affect perceived insider status, organization-based self-esteem, extra-role behavior and franchisee satisfaction. (2) Perceived insider status mediates the effect of social capital and franchisee satisfaction. (3) Organization-based self-esteem mediates the effect of social capital and franchisee satisfaction. (4) Perceived insider status doesn’t mediates the effect of social capital and extra-role behavior. (5) Organization-based self-esteem doesn’t mediates the effect of social capital and extra-role behavior. (6) Franchisee satisfaction mediates the effect of perceived insider status and extra-role behavior. (7) Franchisee satisfaction mediates the effect of organization-based self-esteem and extra-role behavior.
Keywords:
Social capital, perceived insider status, organization-based self-esteem, extra-role behavior, franchisee satisfaction
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