连锁便利商店加盟关系中止倾向之研究

以台湾全家便利连锁店为研究对象,从信任和关系中止的联系出发,采取问卷调查的方法,探讨影响加盟关系中止的主要因素.结果显示:1.加盟者的经济满足和非经济满足与其对加盟总部的信任程度正相关,非经济满足的影响更大.2.总部和加盟者之间的沟通程度与加盟者对加盟总部的信任程度正相关.3.加盟者与总部的非功能性冲突与其对加盟总部的信任程度负相关,功能性冲突与信任程度正相关,且非功能性冲突的影响大于功能性冲突.4.信任是影响加盟关系中止的前因变量,信任在非经济满足和非功能性冲突对关系中止的影响中具有中介效果.

Study on termination tendency of franchise relationship within convenience chain store industry

Establishing a stable relationship between franchiser and franchisee is one of the most important is- sues in chain management.In this paper the Family Mart Convenient Store in Taiwan was taken as the re- search object to analyze the effects of economic satisfaction,communication and functional factors on termina- tion tendency of franchise relationship with trust as the mediating factor.The results of the study show,firstly, there are positive relationship between economic and non-economic satisfaction and trust with the latter having a greater impact on trust.Secondly,communication level between franchiser and franchisee shows a positive relationship with trust.Thirdly,there is a negative relationship between non-functional conflicts and trust as opposed to a positive relationship between functional conflicts and trust.Moreover,non-functional conflicts have greater influences on trust.Finally,trust exhibits a mediating effect on relationship termination tendency with non-economic satisfaction and non-functional conflicts.