The Study Of Trust Relationship Of Franchisor And Franchisee In International Franchising

As a kind of commercial patterns which is adaptable to the social production and modern consuming conception, franchising is becoming one of the most popular approach for the enterprise expand and personal craving out in the world. Its embodying huge superiorities have been demonstrated by its development more than one hundred years. In the developed countries, franchising has infiltrated into nearly one hundred industries in the area of production, circulation and service, including 3000 to 5000 brands. As one of the most active commercial operation method, franchising has become a dominant power in the distribution of commodity and service in the developed countries, also all over the world. So, someone call it "the most successful marketing idea in the 20th century" and "future tide". Our country has successfully entered WTO, and is becoming or will become the international competing market, so, it's imperative for the enterprises in China to participate the international competition. Franchising must become one of the major methods for the distribution of commodity and service and for the enterprise to promote the international market in China in the 21th century.Now, this kind of organization form, franchising, have developed increasingly maturely. But, we can also notice that there are many factors which restrict it expand quickly and effectively in the international market. Among these, the relationship of franchisor and franchisee in franchising is one factor which is difficult to deal with, especially the trust relationship. In reality, we have noticed that those franchisors of which business have developed well must have built good and sound trust relations with franchisees, and more than half of franchisors which meet setbacks in the development of franchising and cause the stoppage of the franchising system must be on account of that the trust relations of the franchisor and the franchisee have already ended, which make the franchisor and franchisee be against and part from each other. In consideration of this, it's natural for us to think how to build the good trust relations between the franchisor and franchisee? Because what the franchisor need to do is trying to attract the excellent franchisee in international franchising, it belongs to the trustee from its position. And because the franchisee is reviewing the franchisor from many aspects to decide to join the franchising system or not, it belongs to the trustor. So, the emphasis of this dissertation is to study what the franchisor needs to do so that the franchisee can trust them, and thereby, they can build the stable and sound trust relations in the franchising system.In connection with the description above, the purpose of this thesis isto find out the correlation of (the franchisee perceiving the franchisor's) integrity, ability, benevolence, the franchisee's propensity to trust and the trust between them, according to the model of Mayer, Davis and Schoorman which is concerned about the organizational trust, and furthermore explicating some variables of this model which is named integrity, ability, benevolence, the trustor's propensity to trust. This study is on the basis of questionnaire investigation, and the object of this study is the people who work in the known garment enterprises which engage in international franchising in Shanghai. The hypothesis of this study include correlation hypothesis and notable hypothesis, the research methods include reliability analysis, descriptive statistics, factor analysis, correlational analysis and regression analysis.Here are three major finding of the research:1, the franchisee's propensity to trust has no relation with its trust to the franchisor2, (the franchisee perceiving the franchisor's) integrity, ability and benevolence individually have significant relations with the trust between them3, compared with (the franchisee perceiving the franchisor's) integrity, ability, (the franchisee perceiving the franchisor's) benevolence has the biggest contribution to the trust between the franchi...