랜차이즈 가맹점의 본부에 대한 관계몰입과 관계투자요인에 관한 연구

Franchise system, the percentage of total corporate environment as the rapidly changing economic organization that has a chance and elasticity of environmental dynamics has increased. However, the research on the characteristics of a system of mutual cooperation and configuration factors between the franchisers and franchise is not enough. Such an environment change urge franchiser to focus on the franchise's commitment. As the importance of franchise's commitment has been emphasized recently, many franchisers have been trying to increase franchise's commitment by enhancing their relationship investment and trust. The objective of this study is to find the roles of relationship investment, trust and transaction satisfaction on the relationship commitment. This study approached the relationship between determinant of transaction satisfaction, trust and consequence of relationship satisfaction, trust. Several interesting results were found. First, relationship investment, trust have a direct effect on relationship commitment. Second, relationship transaction, trust have a direct effect on relationship investment. Third, transaction satisfaction, reciprocity and management participation have a direct effect on trust. Finally management participation and identity salience have a direct effect on transaction satisfaction.