외식 프랜차이즈 시스템의 기회주의적 행동이 신뢰 및 결속에 미치는 영향

• 영문명: The Effects of Opportunistic Behavior on the Trust and Commitment in Foodservice Franchise System
• 발행기관: 한국외식경영학회
• 저자명: 윤지환(Yoon Ji Hwan) 김은희(Kim Eun Hee)
• 간행물 정보: 『외식경영연구』9권 3호, 177~196쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.09.30

영문 초록

This study tried to examine whether opportunistic behavior may affect trust and commitment and identify what sub-factors had an influence on the trust and commitment. The survey was conducted from September 20th to October 10th, 2004. 350 questionnaires were distributed to the owners or store managers of the 14 selected foodservice chains in Seoul and Kyunggi-do. 312 questionnaires were used for the analysis and research model was tested by SPSS Win 10.0 and AMOS 5.0 program. The major findings of the study are summarized as follows; First, trust for franchisor had positive effects on commitment. Second, control had positive effects on opportunistic behavior of franchisee but relational norms had negative effects on opportunistic behavior. Third, relational norms had positive effects on trust. Fourth, transaction specific investment and relational norms had positive effects on commitment. Based upon the results of analysis, it is necessary to develop methods for increasing trust and commitment in franchise system. Also future researchers have to do bi-directional studies surveying the franchisor and franchisee's perspective and analyze what other factors affecting the formation of long term orientation.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Franchise System Opportunistic Behavior Trust Commitment