프랜차이즈 시스템에서 거래특성이 신뢰와 만족에 미치는 영향- 국내 외식프랜차이즈를 중심으로 - = The Effect of Transactional Characteristics on Trust and Satisfaction in the Franchise System- Focus on the Domestic Foodservice Franchising -

국문 초록 (Abstract)

>본 연구는 기본적으로 프랜차이즈 본부와 가맹점간의 관계성에 초점을 맞추어 안정적인 관계형성에 대한 메커니즘을 심도있게 분석하는데 주요 목적이 있다. 즉 효율적인 관계를 형성하기 위해 요구되는 거래특성을 파악함과 동시에 핵심적인 관계적 요소를 정립하는데 그 의의가 있다. 이를 위해 프랜차이즈 본부와 가맹점간의 거래특성 차원에서 중요하게 대두되는 커뮤니케이션, 공식화, 거래기간 및 서비스지원이 관계의 질에 미치는 영향을 살펴보고, 관계성 차원에서 신뢰와 만족간의 관계를 분석하였다. 실증은 국내 대표적인 외식 프랜차이즈 가맹점의 관점에서 진행하였다.연구결과 커뮤니케이션은 신뢰와 만족을 증가시키는 것으로 나타났고, 공식화도 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 반면 거래기간은 신뢰에 뚜렷한 영향을 주지 않고 있다. 그리고 서비스지원은 신뢰와 만족에 긍정적인 영향을 미치는 것으로 나타났다. 또한 신뢰가 만족을 증가시킴에 따라 신뢰는 성공적인 관계를 형성하는데 초석이 되고 있음을 확인하였다.

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