외식 프랜차이즈업의 프랜차이저와 프랜차이지의 관계에 있어서 인지적 신뢰와 감정적 신뢰의 선행변수 및 결과변수 = Antecedents and consequences of cognitive and affective trust in franchiser-franchisee relationships in the context of restaurant franchise

다국어 초록 (Multilingual Abstract)

This study investigated the importance of role of cognitive and affective trust in franchiser-franchisee relationships in the context of restaurant franchise. Specially, the study investigated the relationship between franchisers’ supportive activities and cognitive and affective trust and consequently the relationship between trust and franchisee’ business satisfaction. In summary, the study found that franchisor could develop affective trust after developing cognitive trust from franchisees with tangible supportive activities. The study also found while affective trust directly influences franchisees’ satisfaction, cognitive trust influences indirectly only. It is suggested that franchisers develop methods increasing both cognitive and affective trust in order to maximize franchisees’ satisfaction.

국문 초록 (Abstract)

본 연구에서는 외식 프랜차이즈업의 프랜차이즈와 프랜차이지와의 관계에서 인지적 및 감정적 신뢰의 역할의 중요성을 조사하였다. 특히, 프랜차이저의 지원활동이 인지적 및 감정적 신뢰에 어떤 영향을 주고, 신뢰가 영업만족도에 어떤 영향을 주는지에 대해 살펴보았다. 본 연구의 결과를 요약하면, 프랜차이즈 가맹본부는 가시적인 지원활동을 통해서 가맹점으로부터 인지적 신뢰를 얻을 수 있고, 이렇게 축적된 인지적 신뢰도는 다시 감정적 신뢰도에 영향을 준다. 또한 감정적 신뢰는 영업만족도에 직접적인 영향을 주는 반면 인지적 신뢰는 감정적 신뢰를 매개하여 영업만족도에 영향을 준다. 결론적으로 인지적 신뢰와 감정적 신뢰 모두를 높일 수 있는 방법을 모색하여 가맹점의 만족을 증대시키는 것이 필요하다.

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