베이커리 프랜차이즈 본부의 시장지향성, 가맹점의 관계결속 및 경영성과의 영향관계

While the existing studies carried out research within a general framework with respect to the relationships among the franchisor's market orientation, the franchisee's relational commitment, and business performance, this study intends to investigate the important factors by subdividing them, and to propose the desirable roles of the domestic franchisor and franchisees and seek their win-win partnership. The findings of this study show that market orientation and relational commitment have significant effects on business performance in the franchisor and the franchisee. As for market orientation and relational commitment, it was found that affective commitment had the highest influential relationship, which is the direct result of franchisors' concentrated efforts on the opening of affiliated stores. Their failure to provide future market research and information after the opening of stores leads to slow response to market environment and business failure. Relational commitment is an important factor that influences business performance, and thus priority should be given to trust building for relational commitment. And market orientation is an important factor behind recontract intention, the greatest concern of the franchisor, and thus ties based on market trends and continuous information providing will have be formed in order to expand recontract and affiliation into other brands.