台灣經過數十年的產業發展，連鎖加盟事業已進入成熟期，加盟體系涵蓋範圍很廣，且多以零售商型態經營，和消費者接觸頻繁，由加盟連鎖店的情況更可反應出市場狀況。隨著時代的變遷，第三級產業（服務業）已日趨重要，在全球各國家GDP占比也愈來愈高，服務業可說是影響國家經濟的重要指標。誠如前述，加盟體系多為零售商，而零售商又多為服務業，因此國家經濟指標實受服務業及連鎖加盟事業的發展情形影響甚鉅。本研究以關係交換理論為基礎，欲探討授權商的競爭優勢和服務品質對加盟商滿意度的影響，以及加盟商滿意度對信任的影響，另外設一干擾變數──授權商開放包容性，欲探討此干擾變數在加盟商滿意度與信任間的干擾情形。本研究之對象為加盟商，回收有效問卷272份，並以結構方程模型(SEM)進行資料分析，結果顯示授權商的競爭優勢和服務品質對加盟商滿意度有正向影響關係；加盟商滿意度對加盟商信任有正向影響關係；而授權商開放包容性會正向強化加盟商滿意度和信任間的關係。本研究發現進入加盟體系前後，加盟商都會對授權商提供的資源或服務進行評估，因此授權商可以設法提升加盟商滿意度，例如提升關係承諾、強化溝通、提供支援、降低衝突等，以利整個體系的和諧。另外，授權商不只需將自身能力與條件提升以吸引加盟主，更應在加盟關係中妥善處理溝通這個部分，倘若有效分層管理，頻繁關切各加盟店營運狀況以及了解困難並給予協助，則加盟商與授權商將可維持良好關係。

The relationship between franchisors and franchisees is considered to an important part in franchise system, how to maintain this relationship is we are concerned. This study discusses the relationship between franchisor competitive advantage, service quality, franchisee satisfaction and trust, and adds franchisor as a moderator. This study focuses on respondents who are franchisees and SEM was used to analysis the 272 valid questionnaires collected. The results show that both the competitive advantage and service quality have positive influence on franchisee satisfaction. The franchisee satisfaction will positively affect the franchisee trust. And this study shows that franchisor openness will positively strengthen the relationship between satisfaction and trust, with the moderating effect. The study verified that it is important for relationship maintained, and franchisors can strengthen communication with franchisees.

壹、中文文獻
2014台灣連鎖店年鑑
貳、英文文獻
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