프랜차이즈 본부의 사회적책임(CSR)활동이 가맹점이 인지하는 브랜드 이미지와 가맹점의 경영성과, 재계약의도에 미치는 영향

This study has develop to the structural model that CSR of franchisor activities impact on brand image, management performance and recontracting intention. To analysis proposed model, this study investigate with owner or hiring manager, manager and over team leader. The data was collected 193 community in enough to share information with food services franchisee, and analyzed with SPSS/PC 18.0. First, to test unidimensionality and nomological validity of the measures of each construct we employed a scale refinement procedure. The result of reliability test with Cronbach's α and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis. All loading exceeded 0.6 and each indicator t-value exceeded 0.8. The data were analyzed with structural equation modeling using path analysis. Since the result of the overall model analysis demonstrated a good fit. The findings can be summarized as follows: First, franchisor social responsibility has a significant effect on brand image. Second, brand image has a signigicant effect on management performance and recontracting intention. Finally, management performance has a significant effect on recontracting intention. And management performance had an effect on recontracting intention, which high brand awareness, business possibility and profitability were factors that select the franchise brand in foodservice industry. To put it another way, franchisors' efficient support for competitive business items and customers' high awareness of brand in selecting the brand can stable returns, and improve management performance. Consequently, the stable management can be attempted through a long-term recontracting.