프랜차이즈 본부의 지배형태가 가맹점의 결속에 미치는 영향: 관계수명주기의 조절효과

The franchise system is defined as contractual arrangements by which mutual obligations are performed between franchisor and franchisees on the basis of contracts. Most franchisors, however, tend to face difficulties in guiding franchisees to executing their ex-ante specification delineated in the contracts. In particular, in addition to manifested contracts, several forms of governance have been widely used including, transaction specific investments, relational norms, and surveillance. Considerable research has been conducted delving into the effects of these forms of governance on the relational commitment between the franchisor and its franchisees. More interestingly, the effects of governance in franchise system may vary depending on the relationship life cycle between the franchisor and its franchisees, resulting in the implications that the effective form of governance exists in the course of a life cycle.The purpose of this study is to identify the mechanism by which how the different forms of franchisor's governance have an effect on franchisees' commitment. Ninety three respondents of leading local franchisees were surveyed and the analysis utilizing structural equation model indicates that both the contractual and normative governance have a positive effect on and a significant controlling effect on the commitment. Also, plural governance has a positive effect on and a significant controlling effect on the commitment.