외식 프랜차이저의 사업성, 커뮤니케이션, 모럴해저드가 프랜차이지의 위험지각과 재계약의도에 미치는 영향

I. Introduction This study is to examine the structural relationships among exogenous variable(preliminary and post-support, franchisee's perceived business possibility, communication, moral hazard), the mediated variables(satisfaction, perceived risk, trust) and dependent variable(recontracting intention) in the food service franchise industry context. More specifically, this study has considered some realistic characteristics factors influencing satisfaction, perceived risk and trust between franchisors and franchisees and their further recontracting intention from the perspective of a practical approach. In this study, 437 data has been collected and used for the SPSS and AMOS analysis. The data were analyzed with structural equation modeling. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. II. Research Model This study is to examine the structural relationships among preliminary and post-support by franchisor, franchisee's perceived business possibility, and communication, moral hazard, has on effect on franchisee's satisfaction, perceived risk, trust and recontracting intention in the food service franchise industry context. Hypotheses are as following (Stern & EL-Ansary 1988; Oliver, 1997;Kee & Knox, 1970; Moorman, Deshpande & Zaltman, 1993; Perron, 1998; Zaheer, McEvily, Perrone, 1998). H1; Preliminary-support by franchisor has on positive effect on franchisee's satisfaction H2; Preliminary-support by franchisor has on negative effect on franchisee's perceived -risk. H3; Post-support franchisor has on positive effect on franchisee's satisfaction H4; Post-support franchisor has on negative effect on franchisee's perceived risk. H5; Perceived business possibility has on positive effect on franchisee's satisfaction. H6; Perceived business possibility has on negative effect on franchisee's perceived risk. H7; Communication has on positive effect on franchisee's satisfaction. H8; Communication has on negative effect on franchisee's perceived risk. H9; Communication has on positive effect on franchisee's trust. H10; Moral hazard has on negative effect on franchisee's satisfaction. H11; Moral hazard has on positive effect on franchisee's perceived risk. H12; franchisee's satisfaction and perceived risk has on negative effect each other. H13; franchisee's satisfaction has on positive effect on trust. H14; franchisee's satisfaction and recontracting intention has on positive effect each other H15; franchisee's perceived risk has on negative effect on trust. H16; franchisee's perceived risk has on negative effect on recontracting intention. H17; franchisee's trust has on positive effect on recontracting intention. III. Result and Implication We examined franchisee who have food service stores for samples of this study. The data were analyzed with structural equation modeling using path analysis. The result of the overall model analysis appeared as following: χ2 = 61.578 (d.f.=9, p<0.01), CFI =.990, GFI =.973, AGFI =.863, RMR =.019, RMSEA= .116, NFI = .988, TLI = .959The findings can be summarized as follows: First, preliminary and post support of franchisor, perceived business possibility and communication positively influence to franchisee's satisfaction. Second, moral hazard of franchisor has negatively influence to franchisee's satisfaction and positively influence to perceived risk. Third, franchisee's satisfaction and trust has positively influence to recontracting intention. Fourth, franchisee's perceived risk has negatively influence to trust and recontracting intention. We can concluded that franchisor's preliminary and post support of franchisor, perceived business possibility and communication may be considered as the important factors influence to franchisee's satisfaction. Moral hazard has become a focused issue in franchise industry. Finally, the managerial implication has been stated as followings: First, in the process of building a systematic industry support franchise system and developing a creative business model, franchisee's stable profitability should be considered as the first important factor. The franchisee's trust to franchise may become a dominant factor that influence the business expansion of franchisor. Second, franchisor should communication with their franchisees and deal with the realistic difficulties faced by them with an effort. Third, the franchisor should achieve a synergy effect by utilizing the win-win strategy. The moral hazard strategy that achieving the profit through franchisee's damage will not be inadvisable to franchisor. Then the long-term oriented development and profitability can be maintained. To do so, the franchise industry may break away from the traditional business structure to improve management transparency and competitiveness on investment and organizational changing management. The conflict between franchisor and franchisee also can be reduced and big success can be achieved in the franchise industry.