가맹본부의 경영지원 및 공정한 처벌이 가맹점의 다차원적인 몰입과 협력에 미치는 영향 = The Effects of Franchisor Managerial Support and the Fairness of Punishment on Franchisees’ Multidimensional Commitment and Cooperative Behaviors

다국어 초록 (Multilingual Abstract)

This study aims to empirically examine the effects of franchisors’ managerial support and fair punishment on franchisees’ affective and calculative commitment as well as their cooperative behavior, while also exploring the observer effects that occur when franchisees witness the punishment of other members within the network. The analysis shows that managerial support strengthens affective commitment but does not significantly influence calculative commitment. This suggests that support activities enhance relational satisfaction and psychological bonds, yet have limited impact on altering economic considerations such as alternative attractiveness or perceived switching costs. In contrast, fair punishment positively affects both affective and calculative commitment, confirming that procedural and distributive fairness play an important role in building trust and stabilizing the relationship. Both affective and calculative commitment were also found to have positive effects on cooperative behavior.
By jointly considering managerial support and punishment, this study systematically identifies key factors that shape relationship management in franchise systems. Furthermore, by empirically demonstrating the observer effects of fair punishment, it expands the understanding of control mechanisms in network-based industries. The findings provide practical implications for franchisors seeking to build fairness-based management systems and design sustainable cooperative structures.