프랜차이즈 관계속성이 가맹점의 신뢰 및 만족에 미치는 영향

The purpose of this study was to examine an influence that relational attributes of franchise has on trust and satisfaction of franchisee. 227 copies of questionnaire survey collected from 5 bakery franchisee were analyzed for this study. First, hypothesis 1 was adopted because reputation of franchiser, support of franchiser,communication and relationship rules which were factors of relational attributes had positive influence on satisfaction of franchisee. Second, the hypothesis that communication will had positive influence on trust of franchisee was rejected. This study revealed that satisfaction of franchisee is closely related to communication which suggests franchiser should promptly respond to the proposal of franchisee and should be cooperative to franchisee. Support of franchiser has a great influence on trust of franchisee. Management guidance and promotional activities provided by franchiser make a contribution to enhancing the trust of franchisee.