IT 기업 시장지향성에 따른 프랜차이즈 유통의 갈등에 관한 연구 : 전자 제품 판매 프랜차이즈를 중심으로

This study attempted to investigate comprehensively the impact of market orientation on satisfaction, long-term orientation and conflict in the domestic representative IT company franchise channel system. To attain the objectives, it reviews literatures concerning the relationship between suppliers and retailers, particularly with regard to such as market orientation and long- term orientation. The market orientation consists of 3 constructs : customer orientation, competitor orientation, and inter-functional coordination. Data collected from 147 sales franchise store owners supported major hypothesis that were imposed in accordance with the results. The following conclusions were made; the market orientation of headquarters perceived on the franchisees is very important to establish satisfaction. And the satisfaction influence the franchisees to have long-term orientation. In addition, the satisfaction of franchisees reduces the conflict between the headquarters and franchisees. The significance of this study is that market orientation may help to establish the sound relationship between the headquarters and the franchisees as a component for satisfaction and mutual development.