The Effect of Relationship Learning on Recontracting Intention in the Foodservice Franchise Industry

관계 학습이 프랜차이지의 재계약 의사에 미치는 영향

  • Nam, Jung-Heon (Dept. of Hospitality and Tourism Management, Chang-Shin College) ;
  • An, Sung-Hoon (Dept. of Business Administration, Graduate School of Sejong University)
  • 남중헌 (창신대학 호텔관광경영과) ;
  • 안성훈 (세종대학교 대학원 경영학과)
  • Published : 2009.09.30

Abstract

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.