외식프랜차이즈 시스템의 공정성, 관계의 질과 장기관계지향성간의 관계

The purpose of this study was to explore the influence of franchise system equity on relationship quality and long-term relationship orientation. The sample population for this research consisted of owners and managers of franchisees classified in “The success franchise yearbook, 2005”. We could obtain 187 available responses, a statistical analysis was derived by means of the SPSS/PC version 13.0 and AMOS 4.0 statistics package. The major findings of this study were the followings : First, franchisees’ perception of relationship quality between distribution and procedural equity of franchisers had a positive effect on trust and commitment which are factors of relationship quality. On the other hand, franchisees’ perception of relationship quality had a negative effect on conflict which is a factor of relationship quality. Second, procedural equity had a greater effect on relationship quality. Third, trust and commitment had a positive influence on long-term relationship orientation, while conflict did not have any statistic influence on long-term relationship orientation Forth, distributive equity did not affect the long-term relationship orientation, while procedural equity had an influence on the long-term relationship orientation. Based on these findings, the implication and limitations of the study were presented.