The Research on Franchisees' Intention to Remain in the Franchise System：The Case of Beverage Franchising Brand in Kaohsiung

[[abstract]]加盟被認為是一種可以快速創造企業先佔優勢的方法，而在加盟關係中，連鎖總部與加盟主屬於夥伴關係，連鎖總部扮演著提供各種營運資源的供給者給加盟主，而加盟主提供人力，雙方可取所需，更形成依賴關係，然而，在這微妙的關係中，連鎖總部是否真的提供了加盟主所需的真正資源，本研究利用資源基礎理論觀點來深入探討。 另外，根據Reichheld & Sasser (1990) 指出若公司設法降低顧客流失率5%時，其利潤可提高25%到85%，對連鎖總部來說，其顧客就是加盟主，而怎麼不讓加盟主流失，也就是如何讓加盟主再續約，變成連鎖總部的首要課題，除了上述所提到的資源基礎理論觀點的資源探討，本研究利用連鎖總部對「加盟主的營運支援」和「加盟主獲利滿意度」作為來當作再續約因素的探討比較，以加盟主的角度去分析，加盟主續約意向是否受到這兩項因子的影響，並以知名連鎖茶飲品牌「吳家紅茶冰」做為調查對象，而實證結果顯示，加盟主續約意願會受到連鎖總部提供的資源所影響，另外，在資源已被滿足的情況下，加盟主續約意向會受到獲利滿意度的影響，而不會受到連鎖總部對其支援程度的影響，除此之外，本研究除了討論研究發現的管理意涵，也針對產學界提出若干管理建議與未來研究方向。[[abstract]]Franchising is identified as a business form which makes enterprises taking advanced advantage In the relationship of franchisor and franchisee is called partnership The role of franchisor is a supplier who provides various and critical resources to franchisee and franchisees own the human resource hence they can be satisfied by each other and tight their relationship more closely as well However in the complex franchising relationship the study focuses on “dose franchisor really provide the real need resource to franchisee or not?” by Resource-based Theory Additionally according to Reichheld & Sasser (1990) it claims that if enterprise tries to decline Customer Attrition Rate the profit will rise 25% to 85% For franchisor the customer is franchisee so how to make the franchisee re-contact become a big issue Another point in this study is that comparing two factors in franchisees’ re-contact intention by “the degree of franchisor’s support” and “the degree of profit satisfaction ” This study stands on franchisees point to consider how the two factors influence on re-contact intention and take a case study of famous beverage brand called “Wujiatea” to investigate deeply The result of study shows that franchisees’ re-contact intention is directly affected by the franchisors’ asset and ability providing In addition under the resource satisfied situation franchisees’ re-contact intention is going to impact on the degree of margin satisfaction not the degree of support satisfaction Besides that the managerial implications of the findings and suggestions for researchers and practitioners are suggeste