| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 104 === Franchise is an easy and popular way to enter a business. Especially in Asia countries we
can see many kind of franchise business around us. Similar store compete with each other in
order to attract customers’ eye, in other words, attract customers to purchase.
Marketing strategy becomes a very important part in a business. Most of the theses focus
on how to draw up the marketing activities, but few of them discuss from the angle of
franchisees. Therefore, this study aimed to reveal the thought from franchisees in order to give
better understanding for franchisors, and hopefully to maintain harmoniously relationship
between both sides.
This study and the interview questions is designed base on trust-commitment theory by
Morgan and Hunt (1994). Five categories, which are ability, integrity, benevolence,
communication and trust, are the grading standard for franchisors. Through these designed
questions in order to reveal the thought of franchisees.
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