The Effect of Franchisor Bonding Activities on Franchisee's Relationship Quality and Long-term Relationship Orientation

• 발행기관: 한국유통과학회
• 저자명: Yong-Ki Lee Ki-Taek Lim Jae-Han Lee Min Seong Kim
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2012 International Conference on Business and Economics (ICBE 2012), 441~447쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2012.07.15

영문 초록

This study is to examine the effects of franchisor’s relational bonding strategies on social satisfaction, economic satisfaction, trust toward the franchisor, and long-term orientation and investigate how social satisfaction and economic satisfaction and trust constructs play mediating roles between the franchisor’s relational bonding strategies and long-term orientation. The data were collected from 496 foodservice business franchisees. The findings can be summarized as follows: Firstly, structural, social, and economic bonding constructs influence social satisfaction. Secondly, all of relational bonding factors had adirect effect on economic satisfaction. Thirdly, trust in a franchisor was influenced by structural and economic bonding except for social bonding. Fourthly, social economic satisfaction had a statistically direct effect on trust and it did not have a direct effect on long-term orientation. Fifthly, economic satisfaction had a direct effect on trust as well as long-term orientation. Lastly, trust in a franchisor had a positive effect on long-term orientation.

목차

Abstract

1. Introduction

2. Theoretical Background and Hypotheses

3. Research Methods

4. Results

5. Discussion

References

키워드

Foodservice Franchise Industry Relational bonding Satisfaction Trust Long-term Orientation