서비스 경험이 관계지향성에 미치는 영향에 관한 연구 : 가맹점주의 인게이지먼트 조절효과를 중심으로

The quality of the franchise industry in Korea is stagnant due to the lack of an advanced and systematic management system. However, in Korea, along with the rapid growth of franchises, a number of negative effects are occurring along with social development. However, it is also the reality that academic research on franchises from various productive and creative perspectives is not active in the franchise industry according to the external growth. This study tried to verify the effect of mutual variables of long-term relationship intention( Intention to renew the contract and financial performance, actual sales data) according to franchisee's service experience, which were not previously discussed, and the variables of franchisee's engagement and relationship quality. This study investigated the effect of service experience on long-term relationship intention for 264 franchisees in two kind of industries(coffee-shop and chicken). As a result of the study, it was found that service experience had a positive, significant effect on contract renewal intention and financial performance, but had no significant effect on sales per area. On the other hand, as a result of examining the mediating effect of relationship quality, it was confirmed that relationship quality had a mediating effect between service experience and contract renewal intention, service experience and financial performance. Also, as the result of confirming the moderating effect of engagement, it was verified that service experience had a moderating effect on the contract renewal intention and the effect of service experience on financial performance. This study is different in that the franchise headquarters and franchise owners were set and conducted on the same level and accordingly, it has academic and theoretical implications.