상호작용적 커뮤니케이션이 외식프랜차이즈 관계의 질과 재계약의도에 미치는 영향

This study was conducted to identify the dimensions of 'interactive communication' and to examine the effect of 'interactive communication' on 'relationship quality' and 're-contract intention.' 'Interactive communication' was divided into four components; ‘information quality,' ‘reactivity,' 'information channel,' and ‘information strength.’ Exploratory factor analysis was used to confirm the validity and regression analysis was used to examine the causal relationship of the suggested model. A total of 170 samples used for data analysis. To sum up the analysis results, first, ‘information quality,' ‘reactivity,' and ‘information strength,’ influenced on 'trust' except for 'information channel.' Second, ‘information quality,' ‘reactivity,' influenced on 'satisfaction.' Third, 'trust' was indicated to have very significant influence upon 'satisfaction,' Fourth, 'trust' and 'satisfaction' were indicated to have strong relationship with 're-contract intention.' In particular, both of R2 values between 'interactive communication' and 'trust' or 'satisfaction' were over 0.7. This result show that explanatory power of this model is significantly high.