환경 불확실성과 규제 공정성이 프랜차이즈 가맹점의 만족, 신뢰, 경영성과, 몰입 및 재계약 의도에 미치는 영향에 관한 연구

This research examined the effects of environmental uncertainty and regulatory fairness on the relationship commitment and recommendation intention of franchisees. Especially, this study is focused on the regulatory fairness of Franchise Market in South Korea and its effects on the other factors. The regulations has so far been treated only in the legal context of previous studies and not been seriously considered as a critical factor making an influence on the recommendation intention. Through this study, we had tried to find sequential effects of those factors such as environmental uncertainty, regulatory fairness, relationship commitment, and recommendation intention. The research findings are as follows: 1) The environmental uncertainty has statistically significant effects on the relationship commitment of franchisee. However, its effectiveness is less than the regulatory fairness 2) The regulatory fairness has positive effects on the relationship commitment of the franchisee. 3) The relationship commitment has a positive effect on the recommendation intention of the franchisees.