The Effects of Franchisor CSR Activities on Franchisee Relationship Satisfaction, Relationship Trust, Long-Term Relationship Orientation and Referral Intention

This study has developed to the structural model that CSR of franchisor activities on franchisee relationship satisfaction, relationship trust, long-term relationship orientation, and referral intention in the context of Korea franchise. For these purpose, the authors collected the data from 495 franchisees. The data were analyzed using structural equation modeling with SPSS/PC 18.0 and AMOS 18.0. The findings can be summarized as follows: First, franchisor social responsibility has a significant effect on franchisor image. Second, franchisor image has a significant effect on trust and satisfaction. Third, franchisor image has a significant effect on long-term relationship orientation and referral intention. Finally, trust and satisfaction have a significant effect on long-term relationship orientation and referral intention.