베이커리 가맹본부의 가맹점 모집 프로모션 활동이 가맹점주의 브랜드 태도, 만족도, 충성도에 미치는 영향에 관한 연구

The purpose of this study was to investigate the causal relations between a franchiser's promotional activities to recruit franchisee, franchisees' brand attitude, satisfaction with the franchise business and loyalty. For this study, the structural equation model(SEM) was used to analyze data set of 247 sampled out of the franchisees who were running a chain store of one of the foremost bakery franchise brands in Korea. The results showed that the off-line word-of-mouth and advertising done by the franchiser to attract franchisee had some impacts on the franchisee's brand attitudes, on-line word-of-mouth and publicity didn't have any influences on them. Second, the franchisees' brand attitudes had impacts both on their satisfaction with and loyalty to the franchise business. Third, the franchisees' satisfaction with the franchise business turned out to affect their loyalty to the brand. These results proved that a franchiser will have more effects with face-to-face off-line word-of-mouth and advertisements designed to help recruit franchisee in inducing the franchisees to form a positive brand attitude and have more satisfaction and loyalty. Especially, it's important for a franchiser to concentrate on marketing activities to target the current franchisees, who are the major information source of word-of-mouth communication, by providing them with a variety of support services to help them form a positive brand attitude and improve their satisfaction with the franchise business.