This study is to examine the structural relationships between relationship learning and relationship performance, their antecedents such as reputation, relational norms, quality of communication, past transaction satisfaction, transaction specific investment, and uncertainty of environment in the context of foodservice franchise industry. For these purposes, the author developed several hypotheses. The data was collected from 312 franchisees.
The results of this study are as follows:
First, relational norms, quality of communication, past transaction satisfaction, and uncertainty of environment had significantly positive effect on relationship learning. Second, relationship learning had significantly positive effect on relationship performance. At the end of this paper, limitations, further research directions, and implications are suggested.