외식 프랜차이즈시스템의 장기지향성에 관한 연구

This The purpose of this study is to investigate the causal relationships among relationship characteristics, relationship quality, satisfaction, and long- term orientation of the restaurant franchise system. Four hundred and fifteen questionnaires, with an 83% response rate from a convenient sample of 500 Korean restaurant franchisees, which were distributed for four weeks from Aug. 8th through Sept. 4th, 2011, were utilized to study the relationships between research constructs. AMOS(5.0 version) and SPSS(18.0 version) were employed to analyze the unidimensionality of research concepts and reliability test, and confirmatory factor analysis were performed. Structural equation modeling was employed to verify hypotheses. Two exogenous constructs dealing with relationship characteristics; communication and support and six endogenous constructs, including three relationship qualities; trust, performance, and conflict, and satisfaction and long-term orientation of the restaurant franchise system were analyzed with structural equation modeling procedures.