| Summary: | 博士 === 國立臺北大學 === 企業管理學系 === 103 === Franchising has become a common way of business operation in Taiwan and also a target of the government’s strategic development. The franchisor has been aggressively promoting and developing franchising business so as to increase market share in response to the maturity and competition of the franchising industry. Therefore, how to maintain good relationship with the existing franchisees and how to seek more potential franchisees will be the franchisor’s most important concerns in strategic operation.
This dissertation aims to discuss the interaction between the franchisor and the franchisee in terms of social exchange theory and from the respect of relational marketing and to examine the influence on the franchisee’s royalty as a result of the franchisor’s implementation of relational marketing programs. This research is conducted by way of questionnaire survey on local franchisees with a total of 548 effective samples and also structural equation model (SEM) is adopted to conduct mode fit and verification.
This research reexamines relational marketing project and constructs a more complete way of relational marketing evaluation by relationship benefit, relationship investment, relationship development, and relationship outcomes. Moreover, the interdependence moderating variable is put into this research to explore the moderating effect brought by perceived relationship investment on commitment and further to have a clear picture about the influence between different commitments, that is, between affective commitment and continuance commitment.
The result of this research is that perceived relationship investment produces positive influence on both affective commitment and continuance commitment. Interdependence, however, brings about moderating effect that will strengthen the influence of perceived relationship investment on continuance commitment in a positive direction. The results of this research not only make up for the deficiency of theory by demonstration and evidence and intensify the academic principle of relational marketing study, but also provide the franchisor with practical applicability to building and maintaining a good relationship with the franchisee.
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