프랜차이즈 베이커리 카페 계약속성이 신뢰, 만족, 경영성과, 재계약의도에 미치는 영향 연구

This study investigated the relationship between franchise bakery cafe contract attributes (business viability, recognition, sales support, standardization, management service) and franchisees’ trust, satisfaction, management performance, and intention to renew contracts. Based on the results of the study, the following implications are presented. First, it was confirmed that franchisees can operate their franchises smoothly and generate continuous profits through the headquarters’ management system due to the conclusion of a franchise contract. Second, it was found that the headquarters’ continuous management and active interest in franchisees affect trust and satisfaction. Third, it was found that the headquarters’ franchise profitability stabilization operation system affects franchisees’ trust and satisfaction and has a positive effect on franchisees’ management performance. Fourth, it suggests that the more franchisees perceive that transactions with the franchise headquarters bring economic benefits such as increased sales and stable profit realization, the higher the franchisees’ intention to renew contracts and that it can form a long-term contractual relationship. The results of this study may have a positive impact on the development of the franchise industry in the future.