한식프랜차이즈의 관계혜택, 관계품질, 전환비용 및 행동의도 간의 구조적관계연구

This study examined the effect of the relationship benefits on the relationship quality, the switching cost, and the behavioral intention of the Korean franchise consumers. And suggests the theoretical and practical implications for establishing long-term stable customer relationship by presenting the structural relationship of variables. And we expect that the relationship benefits of Korean franchise will be used as basic data applicable to the food service industry through empirical analysis. Total 500 copies of questionnaires were distributed, 422 copies of them were collected, and 408 copies excluding 8 which were faithlessly responded were used to analyze as effective samples. SPSS 23.0 and AMOS 23.0 statistics program was used for empirical analysis and it performed frequency analysis for checking the characteristics of samples, confirmatory factor analysis for reliability and validity of measurement variable, and covariance structure analysis for validating hypothesis. Results of analysis can be summarized as follow: First, customer benefits, economic benefits, and social benefits have a significant impact on relationship quality. Second, customer benefits, psychological benefits, and social benefits have a significant effect on behavioral intentions. Third, customer benefits, economic benefits, and social benefits have a significant effect on switching costs. Finally, the relationship quality was found to have a significant effect on the behavioral intention.