외식프랜차이즈 본사의 갈등해결전략이 관계신뢰와 해지의도에 미치는 영향

The conflicts exists in any organization or society, and it can occur at any time in our life(Donovan, 1993; Marion, 1995). In franchise industry, the conflicts also can be existed in the relationship between franchisor and franchisee, because their diverse needs and goals do not fulfilled. If they can not solve their conflicts, their relationship would be terminated. Therefore, we need identify causes and consequences of conflicts. For these purposes, we identify conflict resolution strategies and how those activities affect s procedure and behavior trust, and dissolution intention. In order to analyze proposed model, this study collected the 196 franchisees with owner or hiring manager and manager. The data was analyzed with SPSS/PC 19.0 and AMOS 19.0. First, to test unidimensionality and nomological validity of the measures of each construct we employed a scale refinement procedure. The result of reliability test with confirmatory factor analysis warranted unidimensionality of the measures for each construct. The data were analyzed with structural equation modeling using path analysis. The result of the overall model analysis appeared as follows: χ²=183.894, df=126, p=.001, GFI=.902, AGFI=.867, RMSEA=.050, NFI=.951, CFI=.984, TLI=.981. Since the result of the overall model analysis demonstrated a good fit. The findings can be summarized as follows:First, franchisor conflict resolution strategies(collaborating, avoidance) have significant effects on procedure trust. Second, collaborating strategy has a significant effect on behavior trust. Third, procedure trust has a significant effect on behavior trust. Finally, procedure trust and behavior trust have a significant effect on dissolution intention.