외식프랜차이즈 가맹본부의 마케팅 믹스가 관계품질, 몰입, 그리고 장기지향성에 미치는 영향에 관한 연구

The Local franchise industry has expanded during the last quarter century in terms of numbers of franchisors and franchisees together with market volume and size. Considering these situations, the relationship between franchisor and franchisee and the competitive advantage of both entities are nowadays considered to be more important than ever before. Especially relationship satisfaction, or the franchisee satisfaction is fundamental construct in franchise distribution channel. The purpose of this study is to investigate marketing mix factors of franchisor influencing franchisee satisfaction and to research the relationship among relationship performance such as satisfaction, trust, commitment, and long-term orientation and also to elaborate the relative importance and influence effect among marketing mix factors. The research model conceptualizing antecedents of franchisee satisfaction and its organizational consequences is proposed. The hypotheses are as follows: service marketing mix factors(product, price, distribution, promotion, people, process, and physical evidence) positively affect franchisee satisfaction and trust(H1-H2). Relationship quality positively affects commitment(H3-H4). Relationship quality positively affects long-term orientation(H5-H6). and lastly commitment positively affects long-term orientation(H7). The analysis of relative importance and influence effect is as follows: Among service marketing mix, logistics service(distribution factor), product, and physical evidence affect franchisee satisfaction stronger than trust, and price, promotion, and process affect trust stronger than satisfaction.