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The Relationship Between Influence Strategies and Relational Commitment in Fast Food Franchise System

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2002, 26(2), pp.97-117
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

이상건 1

1극동정보대학

Accredited

ABSTRACT

This paper analyzes the fast-food franchise management in the relationship with the franchisees and franchisors. The total of 239 franchisees were examined as the sample of the research. Based on the results, it might be concluded that franchisees are still highly dependent on franchisors in the channel of the fast-food industry in Korea.Suggested implications are that even though franchisees highly counted on their franchisors, franchisors should apply indirect influence strategies to maximize franchisees’ satisfaction and trust. In addition, author suggests that franchisors need to minimize opportunism and to improve relational commitment by mollifying the conflict with franchisees, that is, system-wise performance.

Citation status

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