The research from relative marketing prospective to investigate on continues franchising pharmacy business operation

• Main Authors: Hao-Chien Hsu, 徐豪謙
• Other Authors: Huei-Sheng Tu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/00925871614615220268

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 102 === Taiwan has the most presence density of franchising industry amount the world, in which pharmacy franchising has become the trend now, and so keeping a good connection has becoming the top priority for franchise head quarter to focus on, also the good interaction between head quarter and franchise participate will develop into a good and long term partnership, thus will allow the franchising business continuously to run. The subjective of this research is to investigate within the franchising system: how can both parties gain their own benefit from the system and build together with the same philosophy, also follows the regulation to improve the quality of relationships in order to make the pharmacy to continue on franchising the business. This research structure involves with quality front variables (sharing the system of values and connection benefits), the inter-variables (trust and commitment) which affects the related variables (the willingness of continue franchising). This research subjects are based on the great Taipei area franchising pharmacy, in which data information is collected by questionnaire. This research uses the SPSS statistics software to analysis the data, the method of analysis which includes: the discretion analysis, trustworthy analysis, performance analysis, relative analysis, regression analysis and variable analysis. The research results had found out that: sharing the system of values against trust and commitment；Connection benefits against commitment；Trust and commitment against the willingness of continue franchising will have positive effect. Based on the actual results of this research gives few suggestion at below for the franchising system： 1.Franchise head quarter should see the importance of connection benefits with current franchise participate. 2.During different development stage of business, franchise head quarter should increase different connection benefits as well as marketing strategy. 3.For franchise head quarter, reliable and honesty is the most effective way to increase the royalty of franchise participates toward the system and reaches a mutual trust level together.