외식프랜차이즈 기업의 사회공헌활동에 대한 기업이미지, 관계품질, 재구매의도와의 관계연구

The purpose of this research thesis is to put the focal point on corporate social responsibility activity of food service franchise industry, and to establish marketing strategies necessary for corporate steadfast management activity, through a substantive study and gathering basic research data. To conduct a substantive study, this thesis presented three hypothesis. The analytic research outcomes drew the three conclusions as follows. First, it is revealed that for customers of food service franchise industry, the higher corporate image on social responsibility activity becomes, the higher relationship quality becomes. Second, it is indicated that the higher relationship quality between corporation and customers is, the higher repurchase intention becomes. Through these outcomes, it is expected that having the awareness of management mind that social responsibility activity is future-oriented, the corporation could secure its solid position of management strategies to change the trend of recently gradually short-spanned food service markets.