프랜차이즈 본부의 운영전략이 가맹점의 정서적 결속,직무만족, 그리고 영역초월행동에 미치는 영향

Recently, both scholars and marketers have asserted linkages between employee attitudes such as justice perceptions, job satisfaction, and organizational commitment and customers' satisfaction and service quality perceptions. Empirical researches dealing with service industries, have generally provided support for these assertions, and firms have emphasized employee satisfaction to express their confidence in these linkages. Other researches found that prosocial behaviors of frontline service employees, including customer oriented behaviors, help to explain the linkages. However, there are at least two important limitations with prior researches. First, most research has not had consideration of prosocial behaviors tailored to the unique job demands and work context of customer service employees and, has only investigated prosocial behaviors such as traditional organizational citizenship behaviors that are equally applicable across jobs and contexts. So it is very difficult to explain how and why employees do boundary spanning behaviors, such as external representation, being vocal advocates to outsiders of the organization's image, goods, and services, internal influence, taking individual initiative in communications to the firm and co-workers to improve service delivery by the organization, co-workers, and oneself, and service delivery, serving customers in a conscientious, responsive, flexible, and courteous manner. Second, prior researches have no concern in prosocial behaviors happened between organizations. So, it is very difficult to applicate the findings dealing with service industries to other industries including marketing channels. Expecially, franchise system is very similar to service firms in that franchisees, like service employees, are belong to franchisor by contracts and they work for franchisor. We can understand the franchise system as the extension of service firms in such manner. The objectives of this paper is to investigate these important concerns with prior research by developing a theoretical model predicting how distinct franchisee's boundary spanning behaviors occur. To be concrete, this paper develops a management strategy-based model of the attitudinal antecedents of three conceptually distinct forms of customer oriented boundary spanning behaviors, and tests the hypothesized differential effects of management strategies on the three forms of boundary spanning behaviors, and investigates the extent to which these relationships are mediated by relationship satisfaction and organizational commitment. The reason why we deal with franchise system is that franchise system is the advanced format of traditional marketing channel system, and has rapidly grown in Korea over two decades. Most of all, as mentioned above, it is because franchise system is similar to service firms. A total of 15 hypotheses were established through prior studies dealing with management strategies of franchise system and distribution channel. Then we drived conceptual research model as follows. For the purpose of empirical testing, the researchers managed to obtain the list of franchisees of N franchisor with an national competitiveness in dining franchise industry in Korea. They were asked to respond to the survey via face-to-face interview conducted by a professional research company. During the two month period of January-May 2006, we were able to collect data from 120 franchisees. The respondents were restricted to direct dealing authorities and manager with at least six months of dealing experience with franchisor. The analysis utilizing structural equation model indicated that training and reward had positive effects on franchisee's affimative commitment, and relationshp satifaction, respectively. On the other hand, information sharing positively affected both of them. In addition, unlike relationship satisfaction, positively affected only service delivery, affimative commitment had positive effects on all boundary spanning behaviors of franchisee.