외식프랜차이즈 본사의 관계요인이 정서적 결속(情) 및 장기적 관계지향성에 미치는 영향: 외식프랜차이즈 산업에서 정(情) 척도를 중심으로

Korean consumers(franchisee) feel Cheong emotion with sellers(franchisor) in buying behaviors, and are affected by Cheong in continuing a commercial relationship. However scales for that emotion have not existed, and also only a few study lightened up Cheong’s role from the marketing point of view. Therefore this study tried to develop scales of Cheong in the buyer-seller relationship in franchise industry. Cheong-related research is in the early stage in Tourism, so the authors aim to develop the scales prior to the vigorous research. Data were collected from 120 franchisee’s in Busan in October, 2011. The results of a exploratory factor analysis identified three stable factor of the franchisor’s relationship : ‘fairness’, ‘problem solving’, ‘advertisement competencies’. Cheong-related factors were distilled into ‘closeness’, ‘relationship’, ‘reciprocity’, ‘consideration’, ‘comprehension’. Results of a multi-regression analysis indicated that the franchisor’s relationship factors had partially positive effects on Cheong-related factors and continuous relationship orientation. Specifically, the authors identified the intermediation effect of Cheong-related factor(reciprocity) between the franchisor’s relationship factor and continuous relationship construct. However, factors like ‘closeness’, ‘comprehension’ did not have relationships with the intermediate and dependent variables. Based on the findings of this study, the authors gave a summary of this study with theoretical and practical implications, and suggested future research directions.