The gap of marketing mindset between franchisors and franchisees: How to cope with it from the viewpoint of franchisees

• Main Authors: LEE, HSIN, 李欣
• Other Authors: KU, HSUAN-HSUAN
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/96772000131457876685

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.