한식 경영자의 프랜차이즈 재계약 결정요인

This study is concerned with franchising renewals in the Korean food industry. The purpose of this study is to identify the franchise industry, characteristics and present ways for invigorating the Korean food franchise industry. The research model is composed of three major sets of variables : the attributes of franchise selecting as the independent variable,trust and commitment as mediating variables, and recontracting intentions as the dependent variable. The verification of hypotheses is summarized as follows: first, business possibility, recognition degree, sales supporting, and management service of the head office has positive influence to franchisee's trust. Second, business possibility, recognition degree, and standardization has positive influence to franchisee's commitment. Third, franchisee's trust has positive influence to franchisee's commitment. Fourth, franchisee's trust has positive influence to recontracting intentions. Fifth, franchisee's commitment has positive influence to recontracting intentions. In conclusion, a franchiser needs to analyze the pros and cons of the standardization in order to increase franchisee trust along with varied menu development and enhanced support services. Second, a franchiser should build an ongoing supporting system and be aware of the importance of supervisor roles especially for the member stores in high risk. More importantly, mutual agreement rather than the vertical relationship of support and control should be guaranteed to induce a win-win strategy in a competitive market.