프랜차이즈 본부의 영향력과 가맹점 만족과의 관계: 계약기간과 업종에 따른 영향력의 차이 = The Relationship of Various Types of Influences on Franchisee's Satisfaction in Franchise Industry; the Difference in Contract term and Types of Industry

다국어 초록 (Multilingual Abstract)

The study was to investigate the relationship of various types of influences on the franchisee's satisfaction in franchise industry. Also, the difference between long-term contract group and short-term contract groups, restaurant and non-restaurant franchisees was another research question. Data were collected by 398 franchisees. The analysis of regression indicated that coercive influences(coercive, reward, legitimate) were significantly related to satisfaction, non-coercive influences(reference, expert) were not significantly related to satisfaction. In addition, within the short-term contract franchisees group, coercive influences were significantly related to unsatisfaction, non-coercive influences were not significantly related to satisfaction, but within the long-term contract franchisees group, all influences were significantly related to satisfaction. Also, within the restaurant franchisee group, coercive influences were significantly related to unsatisfaction, non-coercive influences were not significantly related to satisfaction, but within the non-restaurant franchisees group, non-coercive influences were not significantly related to satisfaction. Implications and suggestions for future studies were discussed.

국문 초록 (Abstract)

본 연구는 프랜차이즈 본부의 영향력의 행사와 이에 따른 가맹점의 만족에 대한연구로 그 동안 국내와 서구의 연구결과의 차이, 그리고 계약기간에 따른 차이와외식과 비 외식 간 차이를 규명하고자 수행되었다.
분석결과 강제적 영향력(강압,보상,합법)은 만족을 예측하는 변수였으나 비강제적 영향력(전문성, 준거)은 가맹점의 만족에 관련이 없는 것으로 나타났다. 계약기간에 따라 나눈 집단별로 만족에 미치는 변수들의 영향력의 차이를 분석하였는데, 장기계약 가맹점들은 강제적 영향력 뿐 아니라 비강제적인 영향력에도 만족감을 표시하는 것으로 나타났다. 업종에 따라 나눈 집단별(외식업과 비 외식업)만족에 미치는 변수들의 영향력의 차이를 분석하였는데, 외식업 가맹점들은 강제적 영향력에 불만을, 비 강제적 영향력에는 무관함을 표시하는 것으로 나타났다.

참고문헌 (Reference)

1 김민정, "한식프랜차이즈 가맹본부의 경로파워가 가맹점의 갈등, 만족 및 기대된 성과에 미치는 영향" 한국호텔외식경영학회 18 (18): 153-175, 2009

2 고재윤, "프랜차이즈 시스템의 영향력이 가맹점의 만족에미치는 영향에 관한 연구" 한국외식경영학회 7 (7): 27-42, 2004

3 조현진, "프랜차이즈 본부와 가맹점간의 거래특성이 갈등 및 재무성과에 미치는 영향" 한국외식경영학회 9 (9): 189-210, 2006

4 김정희, "편의점의 경로관계에서 가맹점의 경제적/비경제적 만족의 선행요인과 결과요인" 한국유통경영학회 13 (13): 7-32, 2010

5 김홍범, "패스트푸드 프랜차이즈 시스템의 영향전략과 갈등관계" 한국관광학회 25 (25): 67-86, 2002

6 산자부, "전국 프랜차이즈 총람" 2008

7 김성수, "외식 프랜차이즈기업의 본부특성, 가맹점만족, 재계약의도간의 관계에 관한 연구: 외식업종별 조절효과" 한국외식경영학회 12 (12): 225-243, 2009

8 윤지환, "외식 프랜차이즈 경쟁력 증진을 위한 프랜차이즈 비용구조 전략" 한국외식경영학회 7 (7): 83-100, 2004

9 "매일경제. 2012, 3, 15일자"

10 공정거래위원회, "가맹점 창업자 여러분 이런 피해 조심하세요"

11 Rubin, P. H., "The theory of firm and the structure of the franchise contract" 21 (21): 1978

12 Frost, D. E., "The systemetic measurement of Franch and Reven's base of social power" 18 : 375-399, 1988

13 Klein, B., "The economics of franchise contracts" 2 (2): 9-37, 1995

14 Morgan, Robert M., "The commitment-trust theory of relationship marketing" 58 (58): 20-38, 1994

15 Dant, R. P., "The challenge of autonomy and dependence in franchised channels of distribution" 14 (14): 35-67, 1999

16 French, J. R. P., "The base of social power" 1959

17 Brickley, J., "The Choice of Organizational Form : The Case of Franchising" 18 (18): 401-420, 1987

18 Kaufmann, P. J., "Standardization and adaptation in business format franchising" 14 (14): 69-85, 1999

19 Rahim, M. A., "Relationship of leader power to compliance and satisfaction with supervision, evidence from a national sample of managers" 15 : 545-557, 1989

20 Emerson, R. M., "Power-dependance relations" 27 : 31-41, 1962

21 Hunt, S. D., "Power in a channel of distribution; Sources and Consequences" 11 (11): 186-193, 1974

22 Brass, J. D., "Potential power and power use; an investigation of structure and behavior" 36 : 441-470, 1993

23 Hair, J. F., "Multivariate Data Analysis" Prentice-Hall 1998

24 Gaski, John F., "Interrelations among a channel entity's power sources : Impact of the exercise of reward and coercion on expert, referent, and legitimate power sources" 23 : 62-77, 1984

25 Parsa, H. G., "Interaction of strategy implementation and power perceptions in franchise system; an empirical investigation" 45 (45): 173-185, 1999

26 Triandis, H. C., "Individualism and Collectivism" Westview Press 1995

27 Parsa, H. G., "Impact of Power Sources on Firm Performance and Satisfaction: An Empirical Investigation of the Hospitality Franchise Systems" 1995

28 IFA, "IFA Educational Foundation’s The Profile of Franchising" 1998

29 Shane, S. A., "Hybrid organizational arrangements and their implications for firm growth and survival; A study of new franchisors" 11 (11): 213-237, 1996

30 Knight, R. M., "Franchising from the franchisor and franchisee points of view" 24 (24): 8-15, 1986

31 Lusch, R. F., "Franchise Satisfaction: Causes and Consequences" Inter- Irwin 1976

32 Bradach, J. L., "Franchise Organization" Harvard Business School Press 1998

33 Pazanti, I., "Examining control and autonomy in the franchisor-franchisee relationship" 21 (21): 131-159, 2003

34 Michael, Steven C., "Entrepreneurial failure : The case of franchisees" 2008

35 Elangovan, A. R., "Effects of perceived power of supervisor on subordinate stress and motivation; the moderating role of subordinate characteristics" 20 : 359-373, 1999

36 Hinkin, T. R., "Development and application of new scales to measure French and Raven(1959) base of social power" 74 : 561-567, 1990

37 Dwyer, J. B., "Developing buyer-seller relationships" 51 (51): 11-27, 1987

38 Ganesan, Shankar, "Determinants of long-term orientation in buyer-seller relationships" 58 (58): 1-19, 1994

39 Hofstede, G. H., "Culture's Consequences; International Differences in Work Related Values" Sage 1980

40 Dant, R. P., "Control techniques and upward flow of information in franchising in distant markets : Conceptualization and preliminary evidence" 13 (13): 3-29, 1998

41 Brown, J. R., "Conflict and power-dependance relations in retailer-supplier relations" 59 : 53-80, 1995

42 Phillips, Lynn W., "Assessing measurement error in key informant reports : A methodological notes on organizational analysis in marketing" 18 : 395-415, 1981

43 Farmer, S. M., "Accounting for subordinate perception of superisor power : an identity-dependance model" 90 : 1069-1083, 2005

44 Raven, B. H., "A power/interaction model of international influence" 7 : 217-222, 1992

45 Anderson, J. C., "A model of distributor firm and manufacture firm working partnerships" 54 (54): 42-58, 1990

46 현대경제연구원, "2012년 보고서" 2012