系統識別號 U0026-0107202014535800
論文名稱(中文) 如何提升加盟體系顧客體驗的表現?─ 自主性的兩難
論文名稱(英文) How to Enhance the Performance of the Customer Experience in the Franchising system? The Paradox of Autonomy
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 鍾子婷
研究生(英文) Tsu-Ting Chung
學號 R46071028
學位類別 碩士
語文別 英文
論文頁數 42頁
口試委員 指導教授-黃瀞瑩
中文關鍵字 加盟體系  顧客體驗  自主權  顧客滿意度  顧客忠誠度 
英文關鍵字 franchising system  customer experience  autonomy  customer satisfaction  customer loyalty 
中文摘要 綜觀現今的服務與零售領域的研究中,顧客體驗越來越受到學者與組織的重視,過去文獻亦建議加盟體系需注意如何去管理及創建卓越的顧客體驗。儘管如此,由於顧客體驗本身極為複雜,故學者們對於顧客體驗的認識仍然處於模糊階段,且多數研究是從價值共創或客戶參與的角度來了解創造顧客體驗的過程,少有人針對加盟體系中顧客體驗的創造來進行探討。本研究提出,特許商可能會在追求顧客體驗時遇到特許商自主性兩難的情形,亦即當加盟商擁有較高程度的自主權時,特許商可以降低監視加盟商的成本。但同時,加盟主卻可能會出現搭便車行為,而損害特許商的品牌價值。相反的,當加盟主的自主權很低時,可能會限制其創造顧客體驗的接觸點,進而損害加盟體系的表現。因此,本研究採用產權理論來解釋加盟體系自主權的分配,並透過兩階段的研究將自主權與顧客體驗、滿意度以及忠誠度連結在一起,研究對象分別為加盟體系的店長(加盟主)及顧客,最終取得71、267份有效問卷,並以SEM進行資料檢測。分析結果發現在實體超商的環境之下,顧客體驗可以分別提升顧客滿意度和顧客忠誠度。此外,我們發現自主權為非線性,特別是與構建人際互動的自主權會影響顧客體驗的表現,且自主權在人際關係與顧客滿意度之間以及滿意度與忠誠度之間呈倒U型關係。這表示當自主權為中等時,貢獻程度會最佳。故本研究建議特許商不應堅持嚴格監督加盟商,但也不應為此放棄維持一定的標準化,管理者可以通過調控特許商與加盟商之間的關係,亦即透過交付中等自主權來提升顧客體驗,進而使顧客達到滿意度及忠誠度。
英文摘要 In service and retailing research, researchers and practitioners pay more attention to customer experience. The literature also suggested that the franchising system should focus on how to manage and create an impressive customer experience. Despite this, scholars are still vague about customer experience, and most research tried to understand the process of creating customer experience from value co-creation or customer participation perspective. However, it is less known that how to manage the creation process of customer experience in the franchising system. Besides, the franchisor may encounter the paradox of the franchisee's autonomy when pursuing the customer experience. That is, when the franchisee has a high degree of autonomy, the franchisor can reduce the cost of monitoring the franchisee. But at the same time, the franchisee may appear to free-riding, which can damage the franchisor's brand value. Conversely, when franchisees do not have the autonomy, they may limit motivation to create customer experience touchpoints, which may damage the benefits of the franchising system. Therefore, this study used the property rights theory to explain the distribution of autonomy in the franchising system, and linked autonomy, customer experience, satisfaction, and loyalty through a two-stage study. The study objectives were the store managers and customers under the franchising system. A total of 71 and 267 valid questionnaires respectively were collected, and SEM was adopted for data analysis. The results of the report showing that customer experience (including brand and interpersonal dimensions) can improve customer satisfaction and customer loyalty under the convenience store. Also, we found that autonomy is nonlinear, especially interpersonal relationship construct with autonomy will affect the performance of customer experience, and there is an inverted U-shaped relationship between autonomy, customer satisfaction, and customer loyalty. It showed that the contribution to customer experience performance will be the best at a medium level. Therefore, this study suggests that franchisees should not insist on strict supervision of franchisees, nor give up maintaining standardization for this purpose. Managers can improve the relationship between franchisors and franchisees, authorizing moderate autonomy, accelerate the customer experience, customer satisfaction and customer loyalty.
論文目次 Table of contents
中文摘要 I
Abstract II
誌謝 IV
List of Tables VI
List of Figures VI
Literature Review 6
2.1. The Effects of the Franchisees’ Autonomy 6
2.2. Elements of Customer Experience 8
2.2.1 Brand Construct 9
2.2.2 Interpersonal Construct 10
2.3 Customer Satisfaction and Loyalty 11
2.4 Conceptual Model in Phase 2 11
Analytical Methodology 12
3.1 Scenario Design 12
3.2 Definition of Construct 16
Analysis Results 18
4.1 CFA, CR and AVE Analysis 18
4.2 Structural Equation Model 22
4.3 Regression Analysis 24
Discussion 26
Conclusion 29
Appendix 30
Reference 36

List of Tables
Table 1.Three Groups of Franchisees 13
Table 2. Demographic Statistics of Respondents (N=270) 14
Table 3. Definition of construct 17
Table 4. Factor loadings, cronbach’s alpha, average variance extracted, and composite reliabilities explained from confirmatory factor analysis. 19
Table 5. Means, standard deviations, and correlations. 21
Table 6. Hypotheses, Paths, and Coefficients. 23
Table 7. The mediation effect analysis of CUS on the subconstructs of BRE, INE, and CUL 24
Table 8. The Regression Statistics Models 25
Table 9. Summaries of Hypothesis Results 28

Table A 1. Questionnaire for Franchisee’s Autonomy 30
Table A 2. Questionnaire for Customer Experience 31

List of Figures

Figure 1. Conceptual Model in Phase 2 11
Figure 2. The Autonomy of 71 Franchisees 14
Figure 3. The Model of Customer Experience 23
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