중국 소비자의 프랜차이즈 소비자 만족도와 재구매 의도에 관한 연구

A franchise system has experienced explosive growth since it emerged as a new retailing concept since 19 century and been expected to continue its significant impacts on retailing and its environment. Also, a franchise system has been popular in China since 1990s. Recently, reflecting the change in the consumption pattern of Chinese families and the expansion of global franchising system, the sales and the number of franchised restaurant store are soaring in China. This study examined the relationship between consumers' satisfaction and repurchase intention. Especially, the authors examined the moderating effect of service satisfaction on the relationship between product satisfaction and repurchase intention. Then, a systematic analysis was comprehensibly conducted on the above issues. Next, meaningful suggestions were examined to propose more desirable development directions that food franchise should follow in the future. This study adapted and modified components of a number of previously tested and validated research instruments to establish hypothesis testing. This exploratory study surveyed the final sample of 151 food franchise customers. The data obtained from the returned questionnaires was coded and transcribed for statistical analysis. This study is expected to contribute to those who prepare new business in food franchising domain in China with deep consideration of the success factors in the food franchise industry.