외식 프랜차이즈 본부의 영향전략이 장기지향성에 미치는 효과에 관한 연구

Abstract

The purpose of this study is to examine the relationships of influence strategies, conflict, satisfaction, commitment and long-term orientation perceived by foodservice franchisee in the context of interactions between franchisor and franchisee. This study is organized to measure how long-term orientation can be established in the foodservice franchise system and indicates whether foodservice franchise system accomplishes effective long-term relationships between franchisor and franchisee through major concepts of influence strategies, conflict, satisfaction, and commitment. Structured questionnaires were employed for this study. The questionnaires of 205 were collected and analyzed by SPSS 14.0, SAS 9.1 and AMOS 7.0. The results of this study are as follows; First, information exchange, promise and threat of franchisors' influence strategies effect significantly on the level of conflict. Second, information exchange, recommendation and request of influence strategies effect significantly on satisfaction. Third, information exchange, request, legalistic plea effect significantly on long-term orientation. Forth, conflict effects significantly on satisfaction of the franchisee, but effect insignificantly on commitment. Finally, this study implies that the franchisor gives aids to franchisee for supplying a plan to constantly keep up the business relations, because the franchisee' satisfaction and commitment are connected significantly to long-term orientation. To survive in the current food service enterprises on the basis of this study, the franchisor has constantly to be able to build the effective operational system through the harmony and cooperation with franchisee, which is managing systematically franchisee's long-term orientation with the current franchisor.