외식 프랜차이즈 가맹사업자와 가맹점주의 신뢰가 장기지향성결정에 미치는 영향 연구

Food franchises are a promising business in the 21st century, and the nation's franchise industry, which has emerged as the core of the distribution industry, has grown at least 20% annually since the IMF, and has grown so much that it is recognized as a national industry. Under these circumstances, it has become very important for the franchisee to maintain a continuing relationship with the existing franchisee beyond securing new franchises. This means that the franchisee should increase the fairness of the headquarters to improve the quality of cooperative system, trust, and ties in order to maintain long-term contracts with the merchant. Summarizing the results of this study is as follows. First, the long-term orientation of the merchant to the merchant was shown to be strengthened when the level of trust was high. Second, the higher the merchant's confidence level in the merchant, the stronger the bond between the two. In other words, building trust was seen to play a positive role in strengthening solidarity.