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題名:結構化、依附與績效之研究:便利商店特許加盟系統為例
作者:黃慧玲
作者(外文):Hui-Ling Huang
校院名稱:國立高雄第一科技大學
系所名稱:管理研究所
指導教授:許英傑
學位類別:博士
出版日期:2007
主題關鍵詞:特許加盟連鎖結構化依附組織公民行為顧客導向FranchisingStructurationAttachment
原始連結:連回原系統網址new window
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特許加盟連鎖可視為特許加盟總部與加盟者之間合作性的安排。加盟者扮演著加盟總部面對顧客的代理人角色,實際執行與顧客的互動,其績效表現的優劣直接影響特許加盟連鎖系統與顧客之關係。儘管加盟契約明訂許多加盟者必須依循的規則,但並非每一加盟者都會遵守。這種「破裂現象」的發生,造成經營上服務品質之差異。若加盟者能展現出顧客導向與組織公民行為,除了可降低加盟總部在經營上所面對代理問題所衍生出的監督成本外,也使整體特許加盟連鎖系統之服務品質更加提升。因此,本研究應用結構化理論、關係觀點的經濟考量因素,探究影響加盟者依附與績效(組織公民行為與顧客導向)之因素。
本研究以台灣特許加盟連鎖便利商店為研究對象,以達下列研究目的:(1)暸解結構化過程對組織認同的作用與重要性。(2)檢視結構化過程與經濟考量因素對承諾的作用與重要性。(3)檢視心理依附(組織認同與承諾)對績效(顧客導向與組織公民行為)的影響效果。
本研究採立意抽樣調查方式,針對區顧問與加盟者共發放770份配對問卷,共回收419份有效問卷,有效回收率為54.42%。透過結構方程模式(SEM),以LISREL軟體驗證研究假說。研究發現:(1)表意性結構、支配性結構與正當性結構都能正向影響加盟者之組織認同,且解釋能力達46%,這三種結構中尤以支配性結構對組織認同之影響最大。(2)整合結構化觀點與關係行銷觀點之經濟考量因素,能夠充分解釋加盟者之承諾(承諾之被解釋力高達69%)。(3)組織認同直接對加盟者之承諾具有正向顯著影響。(4)組織認同對顧客導向具有直接顯著的影響效果,而承諾對加盟者之組織公民行為具直接影響效果,對顧客導向具間接效果。最後,討論了本研究限制、理論與實務意涵,以及後續研究方向。
ABSTRACT
Franchising is regarded as cooperative arrangement between franchisor and franchisee. Franchisee is not only the agent of franchisor but also interacts with customer and franchisee’s performance directly affects the customer relationship. Although the contract clarified the principles that the franchisees must obey, not every one truly follow the rules. The phenomenon called “fractured social practice” causes the discrepancy in service quality. Accordingly, the improvement of service quality is determined by the franchisee’s willingness to perform organizational citizenship behavior. Therefore, the monitoring costs resulted from agency problem will reduce. Drawing from the literature on structuration and relationship marketing theory with those related factors as antecedents, the author develops and tests a model that explains how these factors affect attachment (as measurement in organizational identification and commitment) and performance (as measured in organizational citizenship behavior and customer orientation).
The frame of the sample is focus on convenience store franchise system in Taiwan, the purposes of this present research are: (1) understanding the effect and importance of structuration process (signification, domination, and legitimation) in organizational identification and commitment; (2) examining the effect of economic factors (relationship benefits and relationship termination costs) of relationship marketing in commitment; (3) verifying the effect of attachment (organizational identification and commitment) in performance(organizational citizenship behavior and customer orientation).
A judgment sampling was chosen. Seven hundred and seventy empirical data for hypotheses testing are collected from supervisors and franchisees in Taiwan, yielding 419 valid samples with a response rate of 54.42%. Structural Equation Modeling (SEM) with LISREL 8.53 was applied to test the research hypotheses. The findings are summarized as follows:
(1) Signification structure, domination structure and legitimation structure have significant positive influences on organizational identification and explain 46% variances of organizational identification whereas domination structure is the most important factors of the antecedents. (2) When comprised with structuration and economic factors, they have a great explanatory power on commitment (R2=69%). (3) Organizational identification has a positive significant influence on commitment. (4) Organizational identification has direct positive significant influence on customer orientation. Conversely, commitment has direct significant influence on organizational citizenship behavior, and indirect significant influence on customer orientation. The research limit, future research direction, and theoretical and practical implications of this study are also discussed.
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