연구논문(硏究論文) : 외식산업 프랜차이즈 가맹점의 관계투자가 관계 품질과 장기지향성에 미치는 영향 = Research Articles : The Impact of Franchisee`s Perceived Relationship Investments on Relationship Quality and Long-Term Orientation in the Food Service Industry

다국어 초록 (Multilingual Abstract)

Marketing channel managers must know the relationship marketing strategies to select and use marketing tool that achieve relationship quality and correspond to time horizons of the franchise system in the food service industry. To develop and maintain franchisor-franchisee relationship, this research pays attention to the role of investing franchisor-franchisee relationships. The purpose of this study is follows; (1) it shows that different relationship marketing tactics have a differential impact of franchisee`s perceptions of a franchisor`s relationship investment. (2) it demonstrates that perceived relationship investment affects relationship quality, ultimately leading to long-term orientation of franchisee in the food service industry. The framework presented here was tested with 236 franchisees in the Seoul. The results indicated that different relationship marketing strategies played key roles in determining the franchisor`s relationship investment and relationship quality long-term orientation of franchisee.