프랜차이즈에서 리더십스타일의 선행요인과 성과요인에 관한 연구

국문 초록 (Abstract)

본 연구는 1980년대 이후 관심을 끌고 있는 리더십연구를 유통경로에 적용하였다. 프랜차이즈시스템의 본부와 가맹점간 관계에 있어 효율성과 성과기반의 리더십에 대한 올바른 인식과 리더십구축이 필요하다는 인식에서 수행되었다.
본 연구의 목적은 여러 선행연구의 문헌과 정부보고서 “2009년 프랜차이즈 활성화방안”의 내용 그리고 가맹점에 대한 실태조사에서 나타난 핵심적인 이슈들 즉, 윤리성, 정보기술, 그리고 조직문화 등을 리더십의 선행요인으로 보고 이들과 리더십스타일 및 성과와의 관계를 규명하였다.
리더십에 대한 종합적인 선행변수의 연구는 거의 이루어지지 않은 점을 감안하면 본 연구는 경영자관점과 정책적 관점에서 의미가 있다 할 것이다. 또한 리더십의 성과와 관련하여 경제적 관점에서 재무적성과를 비경제적 관점에서 관계시민행동을 분석하였다.
본 조사의 표본은 프랜차이즈의 3개 업종, 즉 외식업, 서비스업, 도소매업의 가맹점 220업소의 점주를 대상으로 하였다. 조사대상자는 창업 3개월 이상의 가맹점주와 본사와 직접 업무관계가 있는 인원으로 한정하였다. 본 조사에 앞서 5회의 프랜차이즈대표와 가맹점주 대상의 사전인터뷰를 실시하고 설문문항과 변수에 대한 인식을 조사하여 변수조정과 설문항목의 선정에 반영하였다. 설문자료는 신뢰도분석, 확인요인분석 등을 실시하고 AMOS를 통한 검증작업을 실시하였다.


결과를 살펴보면 첫째, 리더십선행요인의 리더십스타일에 미치는 영향의 분석결과,
1) 혁신적 조직문화는 변혁적 리더십과 거래적 리더십을 약화시키는 것으로 나타났다. 반면 과업지향적 문화는 변혁적 리더십과 거래적 리더십을 강화시키는 것으로 나타났다. 이는 프랜차이즈시스템의 거래관계를 중시하는 조직문화의 기반을 반영하는 것으로 혁신적 조직문화가 리더십을 형성하지 못하는 것으로 나타났다.
2) 기술역량은 변혁적 리더십은 강화시켰으나 거래적 리더십에는 유의한 영향을 미치지 못했다. 3) 윤리성은 변혁적 리더십과 거래적 리더십을 모두 강화시키는 것으로 나타나 윤리성은 경로리더십스타일이 어떠하던 모두 영향을 미치는 기본덕목으로 밝혀졌다.
둘째, 리더십의 성과요인에 미치는 영향을 분석한 결과,
1) 변혁적 리더십은 재무적 성과를 강화했지만 거래적 리더십은 약화시키는 것으로 나타났다. 2) 또한 변혁적 리더십은 관계시민행동을 약화시켰고 거래적 리더십은 관계시민행동을 강화시키는 것으로 나타났다.
이는 프랜차이즈본부가 과업지향적 문화를 조성하여 리더십을 강화하고 윤리성의 확립과 기술역량을 축적해야 하며 변혁적 리더십과 거래적 리더십을 선택적으로 발휘하여 재무적 성과와 관계시민행동을 촉진해야함을 나타내 보였다. 본 연구는 "리더십조건은 만들어 질수 있다"는 메시지의 전달과 정부의 유통정책에 경로리더의 양성과 활용기반을 마련하며 윤리교육과 윤리가이드라인이 필요함을 시사하였다. 한편 연구한계와 향후 방향으로 조절 및 매개변수의 탐색, 양방향관점의 관찰, 관계수명주기의 고려 그리고 다른 유통시스템 연구의 필요성을 제기하였다.

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