Effects of Relationship Value, Alternative Attractiveness, and Investment Size on Franchisee Commitment
- Authors
- 양정석; 이상윤; 한규철
- Issue Date
- Aug-2015
- Publisher
- 한국유통과학회
- Keywords
- Relationship Value; Alternative Attractiveness; Investment Size; Commitment; Franchise
- Citation
- 유통과학연구, v.13, no.8, pp.41 - 48
- Journal Title
- 유통과학연구
- Volume
- 13
- Number
- 8
- Start Page
- 41
- End Page
- 48
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/11442
- DOI
- 10.15722/jds.13.8.201508.41
- ISSN
- 1738-3110
- Abstract
- 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’ commitment, using an investment model. Among the three factors, the study examines which factors enhance or weaken the commitment in the franchising investment model.
Research design, data, methodology - The data were collected 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 attractiveness 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 perceived relationship value and the bigger the investment, the stronger the commitment, and the greater the alternative attractiveness, the weaker the commitment. These results offer managerial implications for a franchisor wanting to strengthen franchisee commitment.
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