[超市连锁]运用关系行销及社会交换理论建构影响加盟连锁关系之模式—以加盟总部观点为例 .docxVIP

运用关系营销及社会交换理论建构影响加盟连锁关系之模式— 以加盟总部观点为例 摘要 本研究拟根据社会交换及关系营销理论来探讨加盟连锁之互动关系，不同于以往着重经济 层面之研究，并提出可能影响连锁加盟合作关系成功之理论架构。本研究以房屋中介业之加盟 总部为例，分别针对自愿加盟及特许加盟形态，以个案深入访谈法，验证由交换理论及关系行 销理论所提出之研究架构。 自愿加盟业者认为，彼此间先有「信赖感」后才会有「承诺」的产生、「相互依赖」与「权 力」的产生是相辅相成的、「权力」之高低会影响「投机行为」。 特许加盟形态业者之分析结果，与本研究所提出的架构模式大致相吻合，唯独加盟主间的 合作关系，会影响合作关系之满意度，并影响加盟关系之成败，因此加入「同侪关系」变项。 关键词：加盟连锁、社会交换理论、关系营销 Based on the Relationship Marketing and Social Exchange Theory Modeling the Factors Affecting Franchisor-Franchisee Relationship– A Case Study from the Headquarter Perspective Chia-Ju Lu1 Chia-Yu Tu2 1： Associate Professor, Global Marketing and Logistics Dept., Mingdao University 2：Assistant Professor, Business Administration Dept., Mingchuan University Abstract Apart from the traditional emphasis on economic effects, this article explored the dynamic relationship between the franchisor and franchisee from two different theoretical perspectives – Relationship Marketing and Social Exchange Theory. A conceptual model that consisted of factors affecting franchising relationship was first constructed for generating the related propositions in this study. By utilizing the case of the real estate industry in Taiwan, this research focused on two franchising formats – franchise chain and voluntary chain. In the voluntary chain case, the relationship among franchisees was generally complied with the model we previously presented. However, as the factor of cooperation could significantly affect the satisfaction level of the franchising relationship, the factor of co-franchisees relationship was thus added to the former model. In the franchise chain case, the results revealed that the commitment took place before the feeling of interdependence between the franchisor and franchisee. Moreover, the factors of mutual dependence and power affected each other, and the degree of power tended to influence opportunistic behavior. Keywords: franchisor-franchisee relationship, relationship marketing, social exchange theory 壹、绪论 连锁所带来多元的规模