베이커리 프랜차이즈 가맹점의 경영성과 및 관계만족이 재계약 의도에 미치는 영향에 관한 연구

Bakery industry in Korea has grown rapidly with franchise system, however, the conflicts between bakery franchisors and franchisees are increasing. A typical issue of franchise conflict is recontract intention of franchisees. The purpose of this study is to investigate the variables affecting on the bakery franchisees' recontract intention, considering features of bakery franchise industry such as recontract terms and conditions. Based on the survey of 199 bakery franchise store owners, all hypotheses except one were supported. Franchisee performance and relationship satisfaction with franchisor have positive relationship with recontract intention. Independent variables of brand image, store location, franchisor's support, franchisee's management capability have positive relationship with franchisee performance, but recontract condition has negative relationship with relationship satisfaction with franchisor. This study has some theoretical and managerial implications. First, we added a new independent variable of recontract condition for bakery industry specific research. Second, both franchisee's performance and relationship satisfaction have significant effects on recontract intention, however, franchisee's performance is more important than relationship satisfaction because it has indirect as well as direct effects on recontract intention. Third, recontract condition is only a variable that has a negative effect on relationship satisfaction, and thereby recontract intention.