The Study About Franchising Relationship' Impacts On Franchisees' Performance In Fastfood Industry

The fast food industry of china uses the way of franchise chain to develop, which becomes the major force and the new economic growth point that support the sustainable development of catering industry. However, the high failure rate of this industry has sounded alarm bells to us duing to the neglect of franchisees'quality and their reationships with the headquarter that are caused by headquarter's blind pursuit of the number of franchisee. The relationship between franchisor and franchisee is the key to the success of franchising. Recently, relationship behavior, relationship quality and relationship performance are gradually becoming the important fields of relationship management, and related researches are also developing increasingly. Yet , these researches haven't been linked with relationship management, relatedly empirical and theoretical studies can hardly be seen. Hence, systematical and comprehensive researches about the relationships between franchising relationship behavior, relationship quality, relationship performance and franchisees'performances are meaningful. This article explores this problem in the angle of franchisees, aiming at giving advices for the franchising headquarter's behaviours so as to improve the relationship quality and performance of both parties to the franchise.This article , on the base of significant amount of early—stage research of related articles about franchise relationship, relationship behaviour , relationship quality and franchisees'operating performance etc, as well as in-depth interviews with fast-food franchisees,has established the concepts of relationship behavior and relationship quality dimensionalities, and presented the research framework of relationship behaviour—relationship quality—performance of franchisees in fastfood field. According to the previous research, this article has also presented the following hypothesises: relationship behaviour not only affects franchisees'operating performance directly, but also indirectly affects it through the two parties'relationship quality. Thus, on the base of this major hypothesis, we'v presented 8 secondary hypothesis, and demonstrated them through the questionnaire survey and data compilation on over 100 franchised outlets of BeiJing QingFeng stuffed bun house. The regression results of gross sample have indicated that the headquarter's monitoring and supporting behaviours have positive impact on both parties'relationship quality and franchisees'performance., and franchisees'satisfaction have positive impact on their performance; in the different phase of the contracts, the affecting relationships bewteen franchise relationship behaviour, relationship quality and franchisees'performance have significant difference. These research findings are really meaningful for the franchise headquarter to hold the relationship quality with franchisees , adjust relationship governance mechanism accordingly and improve franchisees'operating performance so as to make long-term development for the franchise brand according to the contract phase.