치킨 프랜차이즈의 가맹본부의 경영지원이 가맹점 만족도에 미치는 영향에서 가맹본부 신뢰의 조절효과에 관한 연구

This study aimed to investigate how the management support provided by chicken franchise headquarters influences the satisfaction of franchisees and to empirically verify the moderating effect of franchisee trust in franchise headquarters on the relationship between franchise headquarters’ management support and franchisee satisfaction. An empirical analysis showed that among the four factors of franchise headquarters’ management support (information provision, sales promotion support, training, and compensation), sales promotion support and information provision had significant effects on franchisee satisfaction. Conversely, training and compensation did not have significant effects. Since two of the four factors positively influenced franchisee satisfaction, Hypothesis 1 was partially accepted. Moreover, franchisee trust had a moderating effect on the relationships between all four factors of franchise headquarters’ management support and franchisee satisfaction. Training and compensation, which had no direct impact on franchisee satisfaction, also influenced satisfaction through the moderating effect of trust.