외식프랜차이즈 가맹본점의 서비스품질 향상이 가맹점 의 만족도와 재계약의도에 미치는 영향

The purpose of this study is to study the effect of the quality of service on the merchant's satisfaction and intention to renew the contract. To carry out this study, literature review and empirical analysis were conducted and survey 210 franchisees and analyzed using SPSS24.0. The analysis results showed that depending on the details of the quality of service at the franchise headquarters, the satisfaction and intent of the franchisee is different. In other words, the tangibleness of the franchisee's service quality detail does not have a significant impact on the merchant's satisfaction The merchant's satisfaction was shown to affect the reliability (.425), responsiveness (.356), certainty (.198), and empathy (.119) of the main branch, and the tangibleness did not affect the intention of renewing the contract. Therefore, the franchises should pay attention to accurate contract-related services and reliable answers to merchant inquiries. The details of the service quality of the franchisee's headquarters affect the merchant's satisfaction and intention to renew the contract. This study will be contribute to the franchisor's headquarters services for the franchisees.