프랜차이즈 시스템의 서비스품질이 가맹본부와의 결속, 갈등, 지각된 가치, 재계약 의도에 미치는 영향

The study took a look the impact and relation of the intention of the recontract of franchisee, service quality, commitment, conflicts and perceived value of franchise system that is the basis of the franchise business in a comprehensive manner. The results of the study are as follows: First, as a result of the study on the impact and relation of the franchise system service quality on the franchisor’s commitment and conflicts, all the service quality factors affected the commitment. In particular, the support of the franchisor had the baggiest impact among the service quality factors. As for the conflicts in the relations, other service quality factors other than education support activities had an impact, and operation system support had the biggest impact. Second, as result of the study on the impact of the relation of the commitment and conflict on the perceived value, it is identified that both commitment and conflict had an impact on the perceived value. It indicates that franchisor should make efforts to prevent any actions that could cause the conflicts in the relationship such as one-sided and unilateral decision making. Third, it is identified that commitment and value other than the conflict had an impact on the recontract intention as for the recontract intention of the franchise considering the commitment, conflict and perceived value. In particular, perceived value had the biggest impact on the recontract intention. Therefore, the franchisor should make efforts to provide high-quality service and enhance its brand image.