외식산업 프랜차이즈 가맹점의 관계투자가 관계 품질과 장기지향성에 미치는 영향

• 영문명: The Impact of Franchisee's Perceived Relationship Investments on Relationship Quality and Long-Term Orientation in the Food Service Industry
• 발행기관: 한국외식경영학회
• 저자명: 김정희(Kim Jung Hee)
• 간행물 정보: 『외식경영연구』9권 4호, 227~251쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.12.31

영문 초록

Marketing channel managers must know the relationship marketing strategies to select and use marketing tool that achieve relationship quality and correspond to time horizons of the franchise system in the food service industry. To develop and maintain franchisor-franchisee relationship, this research pays attention to the role of investing franchisor-franchisee relationships. The purpose of this study is follows; (1) it shows that different relationship marketing tactics have a differential impact of franchisee's perceptions of a franchisor's relationship investment. (2) it demonstrates that perceived relationship investment affects relationship quality, ultimately leading to long-term orientation of franchisee in the food service industry. The framework presented here was tested with 236 franchisees in the Seoul. The results indicated that different relationship marketing strategies played key roles in determining the franchisor's relationship investment and relationship quality long-term orientation of franchisee.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경과 가설설정

Ⅲ. 연구방법

Ⅳ. 실증연구

Ⅴ. 결론 및 시사점

참고문헌

키워드

Price Rewards Communication Quality Service System Distribution Service Quality Relationship Investment Relationship Quality Long-term Orientation