상호작용적 커너뮤니케이션이 외식프랜차이즈 관계의 질과 재계약의도에 이치는 영향

• 발행기관: 한국외식경영학회
• 저자명: 김태희(Tae Hee Kim) 정명희(Myung Hee Jung) 박종혁(Jong Hyuk Park)
• 간행물 정보: 『외식경영연구』15권 1호, 91~110쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

This study was conducted to identify the dimensions of ``interactive communication`` and to examine the effect of ``interactive conimunication`` on ``relationship quality`` and`` re-contract intention.`` ``Interactive communication`` was divided into four components; ``information quality,`` ``reactivity,`` ``information channel,`` and ``information strength,`` Exploratory factor analysis was used to confirm the validity and regression analysis was used to examine the causal relationship of the suggested model, A total of 170 samples used for data analysis, To sum up the analysis results, first, ``information quality,`` ``reactivity,`` and ``information strength, influenced on trust except for information channel, Second, ``information quality,`` ``reactivity,`` influenced on ``satisfaction,`` Third, ``trust`` was indicated to have very significant influence upon ``satisfaction,`` Fourth, ``trust`` and ``satisfaction`` were indicated to have strong relationship with ``re-contract intention,`` In particular, both of R2 values between ``interactive communication`` and ``trust`` or ``satisfaction`` were over 0.7, This result show that explanatory power of this model is significantly high.

키워드

Interactive communication Relationship quality Re-Contract intention