# 관계 학습이 프랜차이지의 재계약 의사에 미치는 영향

• Nam, Jung-Heon (Dept. of Hospitality and Tourism Management, Chang-Shin College) ;
This study is to examine the structural relationships between relationship learning, their antecedents such as transaction specific assets, and environmental uncertainty, and long-term orientation, overall satisfaction and recontracting intention in the context of the foodservice franchise industry. The data is analyzed with structural equation modeling with Amos 5.0 and SPSS 14.0. The result of the overall model analysis appeared as follows: $x^2=57.75$, df=9, p=0.00, GFI=0.95, AGFI=0.81, RMSR=0.03, NFI=0.92, CFI=0.93. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. The results of this study are as follows: First, information sharing of relationship learning had a significantly positive effect on long-term orientation. Second, information sharing of relationship learning did not have a significantly positive effect on overall satisfaction. Third, shared interpretation of relationship learning had a significantly positive effect on long-term orientation and overall satisfaction. Fourth, developing memories of relationship learning did not have a significantly positive effect on long-term orientation and overall satisfaction. Fifth, overall satisfaction had a significantly positive effect on long-term orientation. Sixth, long-term orientation and overall satisfaction had a significantly positive effect on recontracting intention. Finally, transaction specific assets and environmental uncertainty had a significantly positive effect on relationship learning. At the end of this paper, limitations, further research directions, and implications are suggested.