Relational bonding strategies in the franchise industry : the moderating role of duration of the relationship

Yong-ki Lee (School of Business, Sejong University, Seoul, Republic of Korea), Sally Kim (Harry F. Byrd Jr., School of Business, Shenandoah University, Winchester, Virginia, USA), Min-Seong Kim (School of Hospitality Administration, J. Mack Robinson College of Business, Georgia State Univeristy, Atlanta, Georgia, USA), Jae-Han Lee (Department of Food Service Franchise Business Administration, Shinhan University, Uijeongbu-Shi, Republic of Korea) and Ki-Teak Lim (School of Business, Sejong University, Seoul, Republic of Korea)