프랜차이즈 가맹점의 서비스품질과 가맹본부에 대한 브랜드이미지가 고객만족에 미치는 영향

The number of retailers entering franchise system has increased and it becomes one of the important types in retail industry over years. Many studies on the franchise system have focused on the relationship between franchiser and franchisee, however, little focused on the franchise system from the consumer's point of view. This study has motivated by how the intrinsic factors(service quality of franchisee itself) and extrinsic factor(the brand image of the franchiser) affect customer satisfaction when customers using the retailing services in franchise system. According to result, intrinsic factors serviced by franchisee and an extrinsic factor of franchiser have statistically significant effects on customer satisfaction We also test how the extrinsic factor moderates between intrinsic factors and customer satisfaction. The moderating effects of extrinsic factor on intrinsic factors are mixed. Brand image has significant negative(-) and positive(+) moderating effects on the interaction quality and the outcome quality. But, it has no significant moderating effect on the physical environment quality. In this research, we have only considered franchise institutes for mathematics education to elementary students. So, the external validity of our research framework could be verified with sort of franchise systems in other industry. Next, there was only a single factor, the brand image, as the extrinsic factor. In future researches, the roles of more aspects of the extrinsic factor should be examined. Finally, a conceptual structure to explain the mixed moderating effects of extrinsic factor on intrinsic factors needs more developments.