餐飲業加盟店對加盟總部滿意度評量工具發展之研究

A Scale for Measuring Satisfaction of Foodservice Franchisees with Support Provided by Franchisors

本研究以餐飲連鎖業之加盟者為對象，結合加盟連鎖相關理論與量表發展之方法論發展加盟總部評量工具。本研究之評量工具發展流程，包括發展初始問項、評量工具題項篩選、蒐集資料以及評估測量工具之信效度等四個階段。本研究之發展量表共包括22個題項，形成五個構面：物流系統的建立、籌備期的工作、營運上的支援、行銷與財務管理以及網際網路的溝通系統；此評量工具之收斂效度與區別效度亦受到檢測，證實具有良好的效度。本研究對餐飲連鎖業之加盟者與加盟總部提供了充分的訊息，並藉由評量工具的發展，對加盟總部與加盟者的關係提出了綜合性之觀點，將有助於提升餐飲連鎖業之品質。最後，本研究提出理論與實務上之意涵。

This research develops a scale for measuring franchisees' satisfaction with franchisors' support in the foodservice industry. The development of the scale comprises four steps: development of initial items, implementation of purifying measures, data collection, and assessment of the reliability and validity of the proposed measurement scale. The 22-item scale thus obtained consists of five dimensions: logistical system, preparatory work, operational support, marketing and financial management, and internetbased communication systems. Evidence shows that this five-factor structure of franchisors' support exhibits both convergent and discriminant validity. This study provides useful information to franchised restaurant operators (franchisees) and the headquarters (franchisors) of franchise corporations, and presents a comprehensive perspective of franchisors' support for franchisees, based on the developed scale, with the ultimate purpose of improving the performance of the franchised foodservice industry. Finally, theoretical and practical implications of the findings are discussed.