한식 프랜차이즈 관계결속이 가맹점 신뢰와 만족 및 재계약의도에 미치는 영향

The purpose of this study is to figure out how a commitment of relationship in Korean franchise restaurants affects reliability, satisfaction and reassignment of its branches through a survey from Aug. 1 to Aug. 15, 2011 on total 300 owners of Korean franchise restaurants. The result is summarized as follows. Overall, the continuous, behavioral, and emotional commitments with franchisees in Korean franchise had a positive effect on reliability, satisfaction and reassignment of them. It says that efforts for a true emotional commitment, which pull at their heartstrings through continuous and exemplary behaviors with franchisees in Korean franchise, are positive effects on and useful variables to commitment of relationship. Consequently, despite the existing various service efforts, franchisers and franchisees have to redouble their efforts for commitment of relationship based on the mutual trust between them to overcome the limitations of slump, and be faithful to the basics that can keep up commitment of friendly relationship through service technique from owners of the existing franchisees instead of new innovation at the same time.