The Research On The Effects Of Franchisor's Support On Franchisee Loyalty

Franchising as a profitable business model,has become more and more popular in various industries around the world.By franchising,the franchisee can quickly occupy the local market with the help of franchisor's mature brand and management model Meanwhile,the franchisor can also develop their business at a fester speed without the restriction of funds.However,while franchising continues to be replicated successfully,there are still problems of franchisee disloyalty such as break the contract at random and damage franchise brand.To study the influence mechanism of the franchisee loyalty and then improve the franchisee loyalty is of great significance in the theory and practice of franchising.In the franchise system,the franchisee is a key resource for the franchisor to gain a competitive advantage.How to effectively manage the franchisee through specific support,establish a good relationship between franchisor and franchisee,has become a key to the success of the franchise system For the franchisee,fully understanding the service support mechanism provided by the franchisor can help them to choose a suitable partner;and for the franchisor,providing a comprehensive range of support service can help improve the relationship quality and franchisee loyalty thereby promoting the development of the franchise system.Based on the theories of resource dependence and social exchange,this article explores the impact of franchisor support on franchisee loyalty and the role of franchisee experience and relationship quality in the process.The study adopts the method of questionnaires to conduct empirical research on more than 200 franchise stores in Shenyang City,Liaoning Province.The collected data are processed and analyzed through the statistical analysis software SPSS 22 and AMOS 21,and get the following conclusions:1)the franchisor support and its various dimensions have significant positive influence on franchisee loyalty,and the influence of training support,logistics support,communication support,and business support on franchisee loyalty is decreasing;2)the relationship quality has a significant mediating role in the relationship between the relationship of franchisor support and its various dimensions and the relationship quality;3)the franchisee experience has a siignificant moderating role in the relationship between the franchisor support and its various dimensions and relationship quality,and moderating role has the characteristics of "U".According to the research conclusion,this paper gives the corresponding management enlightenment:1)pay attention to the needs of the franchisee,and provide diversified service support;2)correctly understand the franchise relationship and strive to improve the relationship quality between the franchisor and franchisee;3)provide targeted service support based on the experience level of the franchisee;4)strive to improve the franchisee loyalty and promote the sustainable development of the franchising system.