Determinants of franchisee contract renewal intention

초록

This study is to explore how to facilitate franchisees to renew their current contract with franchisors in the South Korean context. We expected that a franchisor's trustworthiness, a franchisor's vision sharing with a franchisee, and co-franchisee exchange would directly or jointly influence a franchisee's intention to renew his or her franchise contract. We also expected the hypothesized relationships would be varied contingent on the Korean context. Specifically, a franchisor's trustworthiness was expected to significantly decrease a franchisee's retention intention in the franchise contract; this trustworthiness-retention association was also found to be positively moderated by vision sharing and co-franchisee exchange. ©2015 International Information Institute.

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