题名

總部特質、溝通、投機行為、資產專屬性對加盟關係的影響

并列篇名

The Influence of Franchiser's Characteristics, Communication, Opportunistic Behavior, and Asset Specificity on Franchise Relationships

DOI

10.29931/MR.200412.0001

作者

丁學勤(Shueh-Chin Ting)；陳正男(Cheng-Nan Chen)；吳萬益(Wann-Yih Wu)

关键词

值得信任的總部特質 ； 溝通 ； 信任 ； 投機行為 ； 資產專屬性 ； 承諾 ； trustworthiness ； communication ； trust ； opportunistic behavior ； asset specificity ； commitment

期刊名称

行銷評論

卷期/出版年月

1卷2期（2004 / 12 / 01）

页次

1 - 29

内容语文

繁體中文
中文摘要

目前的企業經營型態已由競爭走向合作，基於資源分享、減少競爭等理由，企業間已發展出多種合作模式，連鎖加盟便是其中一種非常盛行的合作模式。加油業連鎖加盟體系中最大的是中國石油，中國石油公司除了直營加油站以外，仍擁有眾多的民營加油站，對國人的生活影響非常大。中國石油公司面臨經濟自由化，國營事業民營化，國內油品市場的開放，台塑六輕的競爭，使中油公司面臨嚴重衝擊。再者，本研究為了補足一些Morgan and Hunt (1994)的信任－承諾理論不足的部分，因此本研究以中國石油連鎖加盟站為樣本進行實證研究。本研究所探討之主題包含兩大部份：第一是以信任為核心，探討值得信任的總部特質（才能、仁慈、正直）與溝通是否對信任有顯著影響；第二是以承諾為核心，探討信任、投機行為與資產專屬性是否對承諾有顯著影響。實證結果顯示，加盟總部具有才能、仁慈、正直等特質的程度愈高以及和加盟者間的溝通愈佳，將導致加盟者對加盟總部愈高程度的信任；其次，對加盟者而言，提升其對加盟總部的信任程度、減少其投機行為與增加其資產專屬性，將有助於加盟者對加盟總部承諾程度的提升。
英文摘要

The types of business management have shifted away from competition towards cooperation. Based on the reasons of sharing resources and reducing competition, companies have developed many cooperative ways and the franchise chain is one of very popular ways. The biggest franchise chain system in the refueling industry is China Petroleum Company. These private gas stations are very important for us because they seriously influence our livelihood. Moreover, the trust-commitment theory Morgan and Hunt (1994) proposed existed some deficiencies. Therefore, this study chose China Petroleum Franchise Chain as samples to make an empirical investigation regarding the relationship between franchisees and their franchiser. The topics being this study explored include two parts. One topic using trust as a core explores the impact of trustworthiness (including ability, benevolence, and integrity) and communication on trust. The other topic using commitment as a core explores the impact of trust, opportunistic behavior, and asset specificity on commitment. The empirical results indicate that the franchiser with the characteristics of ability, benevolence, integrity, and better communication will result in better trust of franchisees on their franchiser. Moreover, the findings indicate that enhancing franchisees' trust on their franchiser, reducing franchisees' opportunistic behavior and enhancing franchisees' asset specificity will be benefit to the enhancement of the commitment of franchisees on their franchiser.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. Andaleeb, S. S.(1996).An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence.Journal of Retailing,72(1),77-93.
  2. Andersen, P. H.(2001).Relationship Development and Marketing Communication: An Integrative Model.Journal of Business & Industrial Marketing,16(3),167-182.
  3. Anderson, E.,B. Weitz(1992).The Use of Pledges to Build and Sustain Commitment in Distribution Channels.Journal of Marketing Research,29,18-34.
  4. Anderson, J. C.,J. A. Narus(1990).A Model of Distributor Firm and Manufacturer Firm Working Partnerships.Journal of Marketing,54,42-58.
  5. Bowen, J. T.,S. Shoemaker(1998).Loyalty: A Strategic Commitment.Cornell Hotel and Restaurant Administration Quarterly,39(1),12-25.
  6. Butler, J. K.(1991).Toward Understanding and Measuring Conditions of Trust: Evolution of a Condition of Trust Inventory.Journal of Management,17(23),643-663.
  7. Dooley, R. S.,G. E. Fryxell(1999).Attaining Decision Quality and Commitment from Dissent: The Moderating Effects of Loyalty and Competence in Strategic Decision-Making Teams.Academy of Management Journal,42,389-402.
  8. Erramilli, M. K.,C. P. Rao(1993).Service Firms` International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach.Journal of Marketing,57,19-38.
  9. Garbarino, E.,M. S. Johnson(1999).The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships.Journal of Marketing,63,70-87.
  10. Gassenheimer, J. B.,D. B. Baucus,M. S. Baucus(1996).Cooperative Arrangements Among Entrepreneurs: An Analysis of Opportunism and Communication in Franchise Structures.Journal of Business Research,36,67-79.
  11. Gruen, T. W.,J. O. Summers,F. Acito(2000).Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations.Journal of Marketing,64,34-49.
  12. Gundlach, G. T.,R. S. Achrol,J. T. Mentzer(1995).The Structure of Commitment in Exchange.Journal of Marketing,59,78-92.
  13. Hair, J. T.,R. E. Anderson,R. L. Tatham,W. C. Black(1995).Multivariate Data Analysis with Readings.Englewood Cliffs, NJ:Prentice-Hall.
  14. Heide, J. B.(1994).Interorganizational Governance in Marketing Channels.Journal of Marketing,58,71-85.
  15. Jarvenpaa, S. L.,K. Knoll,D. E. Leidner(1998).Is Anybody Out There? Antecedents of Trust in Global Virtual Teams.Journal of Management Information Systems,14(4),29-64.
  16. Jones, A. P.,L. R. James,J. R. Bruni(1975).Perceived Leadership Behavior and Employee Confidence in the Leader as Moderated by Job Involvement.Journal of Applied Psychology,60,146-149.
  17. Joshi, A. W.,R. L. Stump,C. Droge,R. Calantone (Eds.)(1996).1996 AMA Summer Educators` Conference Proceedings.Chicago:American Marketing Association.
  18. Kim, K.,G. L. Frazier(1997).Measurement of Distributor Commitment in Industrial Channels of Distribution.Journal of Business Research,40(2),139-154.
  19. Kotler, P.(1994).Marketing Management: Analysis, Planning, Implementation and Control.NJ:Prentice-Hall International Inc.
  20. Kumar, N.,L. K. Scheer,J.-B. E. M. Steenkamp(1995).The Effects of Perceived Interdependence on Dealer Attitudes.Journal of Marketing Research,32,348-356.
  21. Mayer, R. C.,J. H. Davis,F. D. Schoorman(1995).An Integrative Model of Organizational Trust.The Academy of Management Review,20,709-734.
  22. McDonald, G. W.(1981).Structural Exchange and Marital Interaction.Journal of Marriage and the Family,825-839.
  23. Meyer, J. P.,N. J. Allen,C. A. Smith(1993).Commitment to Organizations and Occupations: Extension and Test of a Three-Component Conceptualization.Journal of Applied Psychology,78(4),538-551.
  24. Mohr, J. J.,R. J. Fisher,J. R. Nevin(1996).Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control.Journal of Marketing,60,103-115.
  25. Mohr, J. J.,R. S. Sohi(1995).Communication Flows in Distribution Channels: Impact on Assessments of Communication Quality and Satisfaction.Journal of Retailing,71,393-416.
  26. Mohr, J.,J. R. Nevin(1990).Communication Strategies in Marketing Channels: A Theoretical Perspective.Journal of Marketing,54,36-51.
  27. Moorman, C.,G. Zaltman,R. Deshpande(1992).Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations.Journal of Marketing Research,29,314-328.
  28. Moorman, C.,R. Deshpande,G. Zaltman(1993).Factors Affecting Trust in Market Research Relationship.Journal of Marketing,57,81-101.
  29. Morgan, R. M.,S. D. Hunt(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58,20-38.
  30. Nunnally, J. C.(1978).Psychometric Theory.New York:McGraw-Hill Book Company.
  31. Porter, L. W.,R. M. Steers,R. T. Mowday,P. V. Boulian(1974).Organizational Commitment, Job Satisfaction, and Turnover Among Psychiatric Technicians.Journal of Applied Psychology,59(5),603-609.
  32. Provan, K. G.,S. J. Skinner(1989).Interorganizational Dependence and Control as Predictors of Opportunism in Dealer-Supplier Relations.Academy of Management Journal,32(1),202-212.
  33. Ring, P. S.,A. H. Van de Ven(1992).Structuring Cooperative Relationships Between Organizations.Strategic Management Journal,13,483-498.
  34. Robbins, S. P.(1992).Organizational Behavior.NJ:Prentice Hall.
  35. Rosen, B.,T. H. Jerdee(1977).Influence of Subordinate Characteristics on Trust and Use of Participative Decision Strategies in a Management Simulation.Journal of Applied Psychology,62(5),628-631.
  36. Rousseau, D. M.,S. B. Sitkin,R. S. Burt,C. Camerer(1998).Not So Different After All: A Cross-Discipline View of Trust.The Academy of Management Review,23,393-404.
  37. Sharma, N.,P. G. Patterson(1999).The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Services.The Journal of Services Marketing,13(2),151-170.
  38. Sharma, V. M.(2001).Industrial and Organizational Salesforce Roles: A Relationship-Based Perspective.Journal of Marketing Theory and Practice,9,44-60.
  39. Sirdeshmukh, D.,J. Singh,B. Sabol(2002).Consumer Trust, Value, and Loyalty in Relational Exchanges.Journal of Marketing,66,15-37.
  40. Sitkin, S. B.,N. L. Roth(1993).Explaining the Limited Effectiveness of Legalistic "Remedies" for Trust/Distrust.Organization Science,4,367-392.
  41. Smith, J. B.,D. W. Barclay(1997).The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships.Journal of Marketing,61,3-21.
  42. Tan, H. H.,C. S. F. Tan(2000).Toward the Differentiation of Trust in Supervisor and Trust in Organization.Genetic, Social, and General Psychology Monographs,126(2),241-260.
  43. Thomas, C. W.(1996).Maintaining and Restoring Public Trust in Government Agencies and Their Employees.Administration and Society,30(2),166-193.
  44. Thompson, L.,G. B. Spanier(1993).The End of Marriage and Acceptance of Marital Termination.Journal of Marriage and the Family,45,103-113.
  45. Whitener, E. M.,S. E. Brodt,M. A. Korsgaard,J. M. Werner(1999).Managers as Initiators of Trust: An Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior.The Academy of Management Review,23(3),513-530.
  46. Whyte, W. H.(1956).The Organization Man.New York:Simon and Schuster.
  47. Williamson, O. E.(1985).The Economic Institutions of Capitalism.New York:The Free Press.
  48. 林振祖(1997)。國立中央大學企業管理研究所。
  49. 孫武復(1994)。中國石油公司連鎖加油站經營制度概述。石油通訊，12月號
  50. 徐木蘭(1994)。行爲科學與管理。台北:三民書局。
  51. 張文華(2000)。國立政治大學公共行政學系。
  52. 黃仲龍(1996)。東海大學企業管理研究所碩士論文。
被引用次数
  1. 丁學勤(2007)。溝通與信任對更換夥伴、未來繼續合作與策略性整合的影響。顧客滿意學刊，3(2)，31-56。
  2. 林維峰、吳立偉(2015)。探討專屬性資產、鑲嵌、非功能性衝突與投機行為對連鎖加盟業者續約意願之影響：以信任、依賴為中介變數。商略學報，7(1)，1-18。
  3. 馬維揚、丘宏昌、王儒瑩(2006)。關係行銷與營運績效關係之研究—以竹科半導體廠商爲例。輔仁管理評論，13(2)，141-160。
  4. 謝明倫,丁學勤(2012)。教師對主管的滿意度、信任與承諾之間的關係：各種理論模式之比較。教育研究與發展期刊，8(4)，175-204。
  5. 顔財發、劉佳、陳淑娟、孫潔婷、林永順(2006)。連銷早餐店關係品質整合模式之研究。農業經營管理，12，91-114。
  6. 嚴奇峰,簡震宇,李雨師(2021)。連鎖加盟策略之初探：內部加盟或外部加盟？。中原企管評論，19(1)，1-18。
  7. (2023)。餐飲加盟投機行為關鍵線索之研究。產業與管理論壇，25(3)，4-31。
print cancel