외식 프랜차이즈시스템의 서비스품질에 대한가맹점주의 만족에 관한 연구

The purpose of this study is to analyze the impact of perceived service quality on satisfaction in the food-service franchise system. Frequency test, reliability test, factor analysis, and path analysis were employed to analyze the collected data by using SPSS Win 12.0. The findings and implications can be summarized as follows: First, the perceived service quality are scored as follows: homogeneity of menu(M=4.17), hygiene control(M=4.11), store operation system(M=3.98), franchisee development system(M=3.75), logistics(M=3.62), operation manual and personnel support(M=2.22), internet marketing(M=2.41), menu development(M=2.50) and risk management(M=2.31). Second, except for operation system factor, there are significant influences among management, marketing, operation manual, support from franchisor, standardization and franchisee satisfaction. Marketing factor ranks the highest score among those service quality factors in the relationship of franchisee satisfaction.Third, the upgraded service quality builds the positive attitude on franchisees, and their positive attitudes will affect the franchise recontract intent in the successful franchise system.