| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 郭亮延 | zh_TW |
| dc.creator (作者) | 郭亮延 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 18-Sep-2009 19:59:29 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 19:59:29 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 19:59:29 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095351036 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36869 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 95351036 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 在台灣，連鎖加盟已經行之有年，並且經營的技術也趨於成熟，可是不管在各行各業中，仍然是會看到某些加盟品牌會扶搖直上，而有些卻逐漸衰退，在資訊不對稱的情況下，往往加盟者是很難透過網站上的資訊或是簽約前與加盟總部的認知中獲得詳細和確實的資訊，因此也可能導致事後合作的不愉快，甚至是最後解約的情況產生，而這樣不良的關係同時也會嚴重影響加盟主的品牌聲望和優勢。本研究的對象乃是一般的市售連鎖飲料店，欲從加盟總部的領導行為、競爭優勢、彼此之間的信任以及總部的取代能力等外生變數，去探討如何影響加盟者與加盟總部的衝突與忠誠度關係。本研究以路徑分析得到以下的實證結果，主要發現如下：（一）支援性領導、總部競爭優勢、信任與總部取代能力都可以顯著地影響整體滿意度，而滿意度也顯著地影響衝突下降和忠誠度提昇。（二）參與性領導與指導性領導在本研究不顯著，可能與本研究探討加盟體制所導致。（三）績效的因素在本研究中並不顯著，同樣的專屬資產亦是，可能跟問卷的選項有關。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 6第一節 研究背景與研究動機 6第二節 研究目的 8第三節 研究流程 9第二章 文獻回顧與理論背景 10第一節 連鎖加盟理論 10第二節 通路領導與整體滿意度 12第三節 競爭優勢、績效與整體滿意度 14第四節 信任、整體滿意度與專屬資產 16第五節 整體滿意度、績效、信任與衝突 20第六節 整體滿意度、績效、衝突、專屬資產與忠誠度 22第七節 其他研究假設 25第三章 研究方法 26第一節 研究架構 26第二節 各項變數的定義 27第三節 研究假設 29第四節 抽樣方法 30第五節 問卷設計 31第六節 資料分析方法 36第四章 研究結果 37第一節 樣本結構 37第二節 信度分析 44第三節 模型之研究結果 45第四節 研究假設之實證結果與討論 49第五章 結論與建議 58第一節 結論 58第二節 行銷實務建議 63第三節 研究限制 65第四節 後續研究與建議 66參考文獻 68附錄—問卷 77圖目錄【圖1-1】研究流程 9【圖3-1】研究架構圖 26【圖4-1】研究架構實證結果圖 46【圖5-1】信任、滿意度、衝突與忠誠度關係圖 59【圖5-2】信任、專屬資產與忠誠度關係圖 59表目錄【表2-1】專屬資產分類表 18【表3-1】研究假設表 29【表3-2】問卷設計 35【表4-1】訪問店家表 37【表4-2】性別分配表 39【表4-3】年齡分配表 40【表4-4】教育程度分配表 41【表4-5】合作時間分配表 41【表4-6】是否在總部工作分配表 42【表4-7】總部工作時間分配表 42【表4-8】培訓時間分配表 43【表4-9】信度分析表 44【表4-10】相關係數表 45【表4-11】適配度統計指標圖 47【表4-12】研究假設實證結果表 48【表5-1】4C架構與本研究關係 62 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095351036 | en_US |
| dc.subject (關鍵詞) | 專屬資產 | zh_TW |
| dc.subject (關鍵詞) | 衝突 | zh_TW |
| dc.subject (關鍵詞) | 忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 專屬資產 | zh_TW |
| dc.subject (關鍵詞) | 滿意度 | zh_TW |
| dc.subject (關鍵詞) | 信任 | zh_TW |
| dc.subject (關鍵詞) | 競爭優勢 | zh_TW |
| dc.subject (關鍵詞) | 市售飲料店 | zh_TW |
| dc.title (題名) | 連鎖加盟業之合作關係研究-以市售連鎖飲料店為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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