프랜차이즈 본부와 가맹점간의 관계의 질적 성향이 재무성과에 미치는 영향 = (The) effects of relationship quality propensities on financial performance between franchisors and franchisees

국문 초록 (Abstract)

프랜차이즈 시스템에 관한 지금까지의 연구들은 관계의 질적 성향과 그 상호관계에 초점을 맞춘 대신 그 결과로서의 재무적 성과에 대해서는 연구가 미흡하였다. 본 연구는 대표적인 국내 외식 프랜차이즈의 300개 가맹점을 대상으로 관계결속으로 나타나는 관계의 질이 재무적 성과인 매출에 어떠한 영향을 미치는 지를 살펴 보고, 가맹점들이 실질적으로 영업활동에 영향을 받을 수 있는 커뮤니케이션, 갈등, 그리고 본사의 가맹점에 대한 지원 등의 변수들이 관계결속에 어떤 영향을 미치는 지와 커뮤니케이션과 지원이 갈등에 어떠한 영향을 미치는지, 관료적 구조화의 참여화가 운영적 측면의 커뮤니케이션, 갈등, 그리고 지원에 어떠한 영향을 미치는지, 그리고 환경의 풍요성이 참여화에 어떠한 영향을 미치는지를 실증적으로 검증함으로써 프랜차이즈 본부와 가맹점간의 효율적인 win-win관계를 구축하기 위한 이론적이며 관리적인 시사점을 제시하였다. 연구모형에서 제시된 대부분의 가설이 채택되었다. 다만, 가설과는 달리 참여화는 갈등에 직접 영향을 주지 않았으며, 커뮤니케이션도 관계결속에 직접적인 영향을 주지 않는 것으로 밝혀졌다.

다국어 초록 (Multilingual Abstract)

Previous studies on franchise systems have focused on qualitative relationship propensities, resulting in lack of studies on financial performances. Through a survey of 300 franchisees in a national representing food franchise system, this study examines the effect of relationship quality, represented by commitment to relationship, on financial performance, represented by sales. Further more, this study looks into how communication, conflict, and support from franchisor to franchisee affects commitment, and how participation in the bureaucratic structure affects communication, conflict, and support, and how munificence of the environment affects participation in the bureaucratic structure. Through an empirical research, this study suggests theoretical and managerial implications on building a win-win relationship. Eight out of ten hypotheses were accepted with the exception of communications affect on commitment and participations affect on conflict.

목차 (Table of Contents)

• 차례 = i
• 표 및 그림 차례 = iii
• 국문 요약 = iv
• 제1장 서론 = 1
• 제1절 문제 제기 = 1
• 제2절 연구 목적 = 3
• 제3절 연구 방법 및 논문구성 = 4
• 1. 연구 방법 = 4
• 2. 논문 구성 = 5
• 제2장 이론적 배경 = 7
• 제1절 환경 = 7
• 제2절 관료적 구조화 = 32
• 제3절 운영적 측면 = 34
• 1. 커뮤니케이션 = 34
• 2. 갈등 = 35
• 3. 지원 = 37
• 제4절 관계결속 = 38
• 제5절 재무성과 = 40
• 제6절 프랜차이즈 시스템 = 43
• 1. 프랜차이즈의 정의 및 유형 = 43
• 2. 프랜차이즈 시스템을 보는 관점 = 47
• 3. 프랜차이즈 시스템의 성과와 영향요인에 관한 연구 = 52
• 제3장 연구 가설과 모형 = 57
• 제1절 연구 가설 = 57
• 1. 환경과 관료적 구조화의 관계에 대한 논의 = 57
• 2. 관료적 구조화와 운영적 측면의 관계에 대한 논의 = 58
• 3. 운영적 측면 내의 관계에 대한 논의 = 60
• 4. 운영적 측면과 관계결속의 관계에 대한 논의 = 62
• 5. 관계결속과 재무성과의 관계에 대한 논의 = 65
• 제2절 연구 모형 = 66
• 제4장 연구 방법론 = 68
• 제1절 연구설계 = 68
• 1. 연구대상기업 = 68
• 2. 표본 및 자료수집 절차 = 69
• 제2절 변수의 정의 및 측정 = 70
• 제3절 자료의 분석 및 가설 검증 = 74
• 1. 변수의 신뢰성 = 74
• 2. 변수의 타당성 = 75
• 3. 상관관계분석 = 78
• 4. 가설검증 = 79
• 제5장 결론 = 82
• 제1절 연구결과 = 82
• 제2절 의의 및 시사점 = 83
• 제3절 연구의 한계 및 향후 연구 방향 = 86
• 참고문헌 = 88
• 설문지 = 110
• Abstract = 116

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