Effects of Relationship Value, Alternative Attractiveness, and Investment Size on Franchisee Commitment

• 발행기관: 한국유통과학회
• 저자명: Jeong Seok Yang Sang Youn Lee Kyu Chul Han
• 간행물 정보: 『유통과학연구(JDS)』제13권 제8호, 41~48쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.08.30

영문 초록

Purpose - This study's objective is to confirm the effects of the perceived relationship value, alternative attractiveness, and investment size on Korean food service franchisees' commit-ment, using an investment model. Among the three factors, the study examines which factors enhance or weaken the commit-ment in the franchising investment model. Research design, data, methodology - The data were col-lected from 495 franchisees and analyzed by a SEM (Structure Equation Model) using path analysis by SPSS 18.0 and AMOS 18.0. Results - 1) The perceived relationship value has a positive effect on franchisee commitment. 2) The alternative attractive-ness has a negative effect on franchisee commitment. 3) The investment size has a positive effect on franchisee commitment. Conclusions - The findings show that the investment model can be adapted to franchising and confirms previous investment model study results. We can assume that the higher the per-ceived relationship value and the bigger the investment, the stronger the commitment, and the greater the alternative attrac-tiveness, the weaker the commitment. These results offer mana-gerial implications for a franchisor wanting to strengthen franchi-see commitment.

목차

Abstract

1. Introduction

2. Literature Review

3. Research Methodology

4. Data Analysis and Results

5. Discussions and Implications

6. Conclusions and Research Limitations

References

키워드

Relationship Value Alternative Attractiveness Investment Size Commitment Franchise