외식 프랜차이즈 시스템의 장기지향성 형성요인

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the factors forming long term orientation between franchisor and franchisee in foodservice franchise system. The major findings of the study are summarized as follows; First, commitment had positive effects on the long term orientation between franchisor and franchisee. Second, trust for franchisor had positive effects on commitment. Third, relational norms, perceived support, quality of communication and satisfaction with previous exchanges had positive effects on trust. Otherwise reputation of franchisor had no effects on trust. Fourth, transaction specific investment, perceived support and relational norms had positive effects on commitment. Otherwise quality of communication, satisfaction with previous exchanges had no 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.

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