외식프랜차이즈 시스템의 지원, 갈등, 관계만족, 신뢰가 장기거래지향성에 미치는 영향

The purpose of this study is to investigate the effects of support, conflict, relationship satisfaction, trust of food service franchise system on the Long-term directional trading. Domestic food service franchise business, which accounts for just more than half of the whole franchise business, suffers from various problems such as the difficulty of small scale, the poor management of head office, the excessive competition of peers, the lack of distribution infrastructure and the low level of business management information because most franchisees are small and subsistence stores except for a few large companies. The sample of this study was selected in the companies with more than 100 participating franchisees among the companies (fast food, bakery, chicken, korean food, hof/liquor, drinks/coffee/ice cream company) registered in the Korea franchise association. Those companies must have franchise headquarters to subsist for more than 5 years. The survey was conducted for one month from August 1st to August 31st 2015. A total of 300 questionnaires were distributed and 275 responses were collected, and 241 usable questionnaires were used for data analysis. Confirmatory factor analysis was performed using SPSS 12.0. Finally, the structural model for the reliability and validity was verified through exploratory factor analysis, correlation analysis and regression analysis to analyze final destination and verify research hypotheses.