외식 프랜차이즈 가맹점 이용고객이 느끼는 정(情)이 심리적 주인의식과 행동의도에 미치는 영향 연구

In franchise system management, the final decision is made not by the member stores or the franchising organization but by its clients. The subjects of the study were the clients who visited franchised restaurants in Seoul and Daejon more than 4 times so far. The study demonstrates that sense of closeness, reciprocity, and understanding that a client has for the franchised catering system are the major factors which give a positive influence on psychological consciousness of the operator. Second, consideration, reciprocity, and understanding that a client feels from the franchised restaurant are the major factors which give a positive influence on the client's behavioral intention. Third, the psychological sense of ownership of the clients who use hotel restaurants seems to give a positive influence on their behaviors such as revisiting and recommendation to others. Further studies that can be helpful to overcome the obstacles require to be conducted to draw more detailed and precise results.