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The Effects of Cognitive and Affective Trust between Franchiser and Franchisee on Relationship Orientation and Citizenship Behavior among Franchisees

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(9), pp.271-298
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Changho Oh 1 백민숙 1 김현숙 2 조상리 3

1영산대학교
2부경대학교
3부산대학교

Accredited

ABSTRACT

This study investigated the role of cognitive and affective trust between franchiser-franchisee on relationship orientation and citizenship behavior. Data were collected from 210 franchisee’s in Busan on February 2009. Results showed that both the franchisee’s level of emotional trust and cognitive trust were positively associated with their commitment to the franchiser. Particularly, the franchisee’s emotional trust on the franchiser made more significant impact on the commitment than their cognitive trust did. Results also indicated that the franchisee’s relationship orientation significantly influenced on their relational citizen behavior. Finding from this study imply that the franchisee who longs to maintain relationship with the franchiser tends to act more decently. Based on the findings of this study, several practical implication were also discussed.

Citation status

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