외식 프렌차이즈 본사와 가맹점 간 관계신뢰의 역할

The purpose of this study is to exploratory investigate the role of relationship trust(eg., product, service, brand, support) between food service franchiser and franchisee in South Korea. This study used three factors(eg, relationship trust, relationship satisfaction, and relationship maintaining intention). Structured questionnaires were conducted with food service franchisees, from April 01 of 2020 to April 20 of 2020. By convenience sampling method, a total of 200(91%) valid samples from 220 were used for the final analysis. The analysis was conducted using SPSS 26 and the hypotheses were tested using frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis. The results of the analysis are as follows. First, relationship trust(eg., product, service, brand, and support) is significantly positive influence on relationship satisfaction(eg., relationship, transaction, and communication). Second, relationship trust is significantly positive influence on relationship maintaining intention(eg., continue, maintaining, recommendation, and suggestion). Third, relation satisfaction is also significantly positive influence on relation maintaining intention. Implications of this study provide finding suggestions, and limitations and directions of this study for future research are discussed.