프랜차이즈 가맹본부의 성과공유활동이 가맹점의 관계몰입, 신뢰 및 지속거래의도에 미치는 영향

초록

This study analyzed effects of franchisor Performance Sharing Activities in domestic franchise industry on relationship commitment, trust, and continuous transaction intentions of franchisees. Regarding samples having been used in analyses, a survey was carried out by objecting 128 franchisees belonged to franchise 4 business categories (pizza, coffee, chicken, others). As measurement variables in research model, performance sharing activities of franchisor, affective commitment, and continuous transaction intentions corresponded to relationship variable and performance variable of trust were utilized. In relation with analytical methods, this study used structural equation model to analyze effecting relevance of performance sharing activities on relationship variable(commitment/trust) and continuous transaction intentions. As a result of having analyzed the fitness of CFA and research model prior to hypotheses testing, it turned out to be stable levels generally. If summarizing analytical results, a fact was confirmed that performance sharing activities of franchisor affected influences to affective commitment and continuance commitment of franchisees all together, but did not affect influences to trust of franchisees. Also, trust of franchisees proved to affect strong influences to continuous transaction intentions which corresponded to performances of franchise business. However, commitment was displayed as not affecting influences to continuous transaction intentions. That is, causal relationship appeared such like performance sharing activities were connected to commitment and then commitment to trust.

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