프랜차이즈 가맹본부의 관계지향성 노력에 대한 기대일치가 가맹점의 만족, 갈등과 재계약의도에 미치는 영향

This research is to examine the impact of an expectancy confirmation of relationship oriented efforts on satisfaction, conflict, and recontract intention in foodservice franchise industry. More specifically, this study investigates whether expectancy confirmation of relationship oriented efforts improve not only satisfaction and recontract intention but also conflict. For these purposes, the authors developed a structural model which consists of several constructs. In this model, an expectancy confirmation of relationship oriented efforts consists of flexibility, problem resolution support, customizaton, information exchange, and supervisor’s characteristics. The results are as follows: First, the five sub-dimensions of franchisor’s expectancy confirmation of relationship oriented efforts have positive effects on satisfaction. Especially, the information exchange has a strongly positive influence on satisfaction, second, supervisor’s characteristics does influence on satisfaction, supervisor’s characteristics have a negative impact on conflict. Third, flexibility significantly positive effects on satisfaction. At th end of this paper, managerial implications, limitations and future research directions were suggested.