Purpose - Customer loyalty and citizenship behavior are key success factors of franchise system. They make the management of franchisee more effective and efficient. Prior studies, however, mainly dealt with only acquisition utility of customer, such as perceived product/service quality and brand reputation to explain customer loyalty and citizenship behavior, which explains only on one side. We tried to investigate the effect of exchange utility of customer, such as relationship strength and psychological obligation together with the acquisition utility. In addition, we tried to investigate the relationship between customer loyalty and citizenship behavior in franchise context. Research design, data, and methodology - This study used data collected from the dining franchisee managers of 342 franchisors in South Korea. The franchisors consist of more than ten franchisees, the majority of which participated directly in the transaction with franchisor and have worked for more than six months. To test the hypotheses, the study used structural equation model analysis. Results - H1-1, 1-2, 1-3 predicted that acquisition utility would increase customer loyalty to franchisee. In support of H1-1, 1-2, 1-3, the results indicated that acquisition utilities such as perceived product value, perceived service value, and franchise brand reputation had positive effects on customer loyalty. H2-1, 2-2 predicted that exchange utility would increase customer loyalty to franchisee. In support of H2-2, the result indicated that psychological obligation had positive effects on customer loyalty like other acquisition utilities. However, H2-1 was not supported. Relationship strength had no significant effect on customer loyalty. H3 predicted that customer loyalty would increase customer citizenship behavior. In support of H3, the results indicated that customer loyalty had positive effect on customer citizenship behavior. Overall, the evidences generally supported the hypotheses. Conclusion - The results of the study show that not only acquisition utility but also exchange utility increases customer loyalty to franchisee and also show that customer loyalty increases customer citizenship behavior. Interestingly, however, relationship strength has no significant effect on customer loyalty. These results have two implications. The one is that increasing exchange utility can improve customer loyalty as acquisition utility can. The other one is that both of customer utilities can improve customer citizenship via customer loyalty.

본 연구는 포장재의 높은 온도로 인해 발생하는 교량의 구조거동을 해석대상모델로 선택하여 열효과로 인한 변형이론를 정리하고 시공단계별 포장에 따른 교좌장치의 열 효과를 고려한 근사법의 제시를 연구목적으로 한다. 일반적으로 열영향은 대상 구조물의 형상, 크기 및 경계조건과 시간에 종속되는 대표적인 초기응력문제이다. 본 연구는 열영향을 시간에 독립된 초기응력문제로 가정하고 이를 등가의 초기하중으로 변환하여 이동하중처럼 재하함으로서 교좌장치에 발생하는 반력 및 변위에 대한 영향선 해석을 수행하였다. 임의로 선정한 연속된 포장구간에 대해 계산된 영향선을 이용하여 교좌장치들에 발생하는 열영향을 최소화하는 최적의 시공단계를 결정하였다.