외식프랜차이즈 가맹본부와 가맹점 사이의 관계특유투자가 장기지향성에 미치는 영향: 관계학습과 관계자본의 이중매개효과를 중심으로

Recently, a number of problems including the emergence of conflicts and disputes due to weak relationship between food service franchisor and franchisee are taking place because franchisees with high dependence were not able to control food service franchisor since the partnership structure between food service franchisor and franchisee was established in terms of transaction cost theory. In this regard, this study aimed to suggest the paradigm of viewing food service franchise partnership structure in relational approach and identify how relationship specific investment between food service franchisor and franchisee influences long-term orientation. For this aim, the study model which relationship learning and relational capital double mediates relationship specific investment and long-term orientation between food service franchisor and franchisee has been set and questionnaire surveys were conducted targeting franchisee owners. The following are the summary of this study results. First, relationship specific investment between food service franchisor and franchisee has been found to be the factor increasing relationship learning. Second, relationship learning between food service franchisor and franchisee has been identified to improve relational capital. Third, relational capital has been found to be a positive factor in long-term orientation. Lastly, this study verified that relationship learning and relational capital are the factors double mediating relationship specific investment and long-term orientation between food service franchisee and franchisor. A variety of implications regarding food service franchise transaction structure have been discussed through the results of this study.