프랜차이즈 가맹점 재계약 의도의 선행요인에 관한 연구 = (A) study on antecedents of franchisees recontract intention

국문 초록 (Abstract)

본 연구의 목적은 프랜차이즈 가맹점의 재계약에 영향을 미치는 선행요인과 결과에 관해 규명하는 것이다. 선행요인으로는 공정성, 사회적 의사소통, 도구적 의사소통, 서비스 지원성과, 거래특유투자, 수요환경 동태성을, 결과요인으로는 재계약 의도를 살펴보았다. 또한 프랜차이즈 가맹점들의 재계약 요인들을 알아보기 위해 외식 프랜차이즈, 서비스 프랜차이즈, 도소매 프랜차이즈 등 세 가지 형태의 가맹점으로 구성하였다.
국내 프랜차이즈 가맹점 120곳을 대상으로 설문조사를 수행한 뒤, 회귀분석을 실시한 결과, 공정성은 사회적 만족에 도구적 의사소통과 서비스 지원성과는 경제적 만족에 서비스 지원성과와 수요환경 동태성은 의존성에 正의 영향을 미치는 것으로 나타났으나, 반면 사회적 의사소통은 사회적 만족과 경제적 만족에 영향을 미치지 않았고, 거래특유투자는 의존성에 영향을 미치지 않았다. 그리고 매개변수인 사회적 만족, 경제적 만족과 의존성은 프랜차이즈 가맹점의 재계약 의도에 모두 正의 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The objective of this research is to find out the antecedents that would affect franchise's recontract in a franchise system. The antecedents include fairness, social communication, instrumental communication, service support performance, transaction specific investment, and output sector environmental dynamism, and include economic satisfaction, social satisfaction and dependence as mediators.
Also this research deals with the relationships between a franchisor and franchisees which are consist of in order to find out the antecedents of franchisee's recontract intention.
With a survey of 120 franchisee's consisted of three retailing format such as dining franchise, wholesale-retail franchise, and service franchise, the results of multiple regression analysis shows that fairness has an effect on social satisfaction, instrumental communication and service support performance have effects on economic satisfaction. Also service support performance and output sector environmental dynamism have effects on dependence. However, social communication doesn't affect both economic and social satisfaction, and transaction specific investment doesn't affect dependence of franchisees'.
In addition, franchisees' economical satisfaction, social satisfaction, and dependence have effects on recontract intention.

목차 (Table of Contents)

• 국문요약
• 제 1 장 서 론 = 1
• 제 1 절 연구의 배경과 목적 = 1
• 1. 연구의 배경 = 1
• 2. 연구의 목적 = 3
• 제 2 절 연구의 방법과 구성 = 4
• 1. 연구의 방법 = 4
• 2. 연구의 구성 = 4
• 제 2 장 이론적 배경 = 6
• 제 1 절 관계마케팅과 프랜차이즈 가맹점의 재계약 의도 = 6
• 1. 관계마케팅 이론 = 6
• 2. 프랜차이즈 가맹점 재계약 의도 = 7
• 제 1 절 재계약 의도의 선행요인 = 10
• 1. 관계만족 = 12
• 1.1 경제적 만족 = 12
• 1.2 사회적 만족 = 14
• 2. 의존성 = 16
• 제 3 절 경제적, 사회적 만족과 의존성의 선행요인 = 17
• 1. 공정성 = 17
• 2. 사회적 의사소통과 도구적 의사소통 = 20
• 3. 서비스 지원성과 = 22
• 4. 거래특유투자 = 23
• 5. 수요환경 동태성 = 25
• 제 3 장 연구 모형과 가설 설정 = 26
• 제 1 절 연구모형 = 26
• 1. 변수의 선정 = 26
• 2. 연구모형 = 27
• 제 2 절 가설 설정 = 28
• 1. 공정성과 사회적 만족 = 28
• 2. 사회적 의사소통과 경제적, 사회적 만족 = 29
• 3. 도구적 의사소통과 경제적 만족 = 30
• 4. 서비스 지원성과와 경제적 만족 = 31
• 5. 서비스 지원성과와 의존성 = 32
• 6. 거래특유투자와 의존성 = 33
• 7. 수요환경 동태성과 의존성 = 34
• 8. 경제적, 사회적 만족과 가맹점 재계약 의도 = 34
• 9. 의존성과 가맹점의 재계약 의도 = 35
• 제 3 절 변수의 조작적 정의 및 측정 = 36
• 제 4 절 자료수집 및 분석방법 = 39
• 1. 자료수집 = 39
• 2. 분석방법 = 39
• 제 4 장 실증분석 = 41
• 제 1 절 표본의 특성 = 41
• 제 2 절 신뢰성과 타당성 검토 = 43
• 제 3 절 가설 검증 = 47
• 제 5 장 결 론 = 57
• 제 1 절 연구결과의 요약 = 57
• 제 2 절 연구의 시사점 = 59
• 제 3절 연구의 한계 및 향후 연구방향 = 60
• 참고문헌 = 62
• 설 문 지 = 76
• ABSTRACT = 84

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