프랜차이즈 본부에 대한 가맹점의 양가태도가 갈등에 미치는 영향

Conflict between franchisor and franchisee is a serious impediment to attain the communal of franchisor and franchisee. In order to resolve the conflict perceived by franchisee, franchisor headquarter conducts operation strategy provides including various supports (e.g., information, product, training, promotion, incentive etc.). However, it is hard to resolve the conflict because the conflict is closely related with the attitudinal ambivalence which is not easily decreased by the franchisor’s supports. The purpose of this study is to suggest ways to decrease the franchisee’s conflict toward franchisor. For this purpose, current study focuses on the attitudinal ambivalence as a reason of the conflict. Specifically, this study intends to investigate the influence of the franchisee’s objective attitudinal ambivalence toward franchisor’s supports on the franchisee’s objective and subjective attitudinal ambivalence toward franchisor and the influence of the franchisee’s objective and subjective attitudinal ambivalence on the conflict perceived by franchisee. Research model of this research is shown in the following <Figure 1>. Conflict between franchisor and franchisee is a serious impediment to attain the communal of franchisor and franchisee. In order to resolve the conflict perceived by franchisee, franchisor headquarter conducts operation strategy provides including various supports (e.g., information, product, training, promotion, incentive etc.). However, it is hard to resolve the conflict because the conflict is closely related with the attitudinal ambivalence which is not easily decreased by the franchisor’s supports. The purpose of this study is to suggest ways to decrease the franchisee’s conflict toward franchisor. For this purpose, current study focuses on the attitudinal ambivalence as a reason of the conflict. Specifically, this study intends to investigate the influence of the franchisee’s objective attitudinal ambivalence toward franchisor’s supports on the franchisee’s objective and subjective attitudinal ambivalence toward franchisor and the influence of the franchisee’s objective and subjective attitudinal ambivalence on the conflict perceived by franchisee. Research model of this research is shown in the following <Figure 1>. which is one of the foremost bakery franchise brands in South Korea. In order to measure the reliability and validity of data and to test the research model, a structural equation modeling (SEM) was used. As shown in Tables 1, the results shows sufficiently strong evidence of reliability and convergent and discriminant validity of the construct and measurement instruments. In order to test our model and hypothesis, SEM was used. As shown in <Table. 2> the model fit is acceptable (GFI=.872, NFI=.871, TLI=.926, CFI=.941, RMR=.058, RMSEA=.068). And the results show that the franchisee’s objective attitudinal ambivalence toward franchisor’s supports has positive impact on the franchisee’s subjective attitudinal ambivalence toward franchisor, supporting hypothesis 1 (β=0.528, t=2.757, p < .01). The franchisee’s objective attitudinal ambivalence toward franchisor’s supports has positive influence on the objective attitudinal ambivalence toward franchisor, supporting hypothesis 2 (β=0.806, t=4.249, p < .001). The influence of the franchisee’s subjective attitudinal ambivalence toward franchisor has positive impact on the conflict perceived by franchisee, supporting hypothesis 3 (β=0.256, t=2.647 , p < .01). And the influence of the franchisee’s objective attitudinal ambivalence toward franchisor has positive impact on the conflict perceived by franchisee, supporting hypothesis 4 (β=0.189 , t=1.783, p = .075). In order to specify whether the mediation role of the franchisee’s subjective and objective attitudinal ambivalence toward franchisor is full or partial, Chi-square statistics of research model (depicted in <Table. 2>) and nonrestricted model were compared (depicted in <Table. 2>). As shown in <Table. 1> and <Table. 2>, the change of Chi-square statistics is not significant (Δχ2(1)=0.023), supporting the full mediation model (research model). This research enriches current research on franchise by introducing attitudinal ambivalence in this research area and showing the influence of attitudinal ambivalence on the conflict. In addition, the current study demonstrate the reason why support of franchisor fails to resolve the conflict perceived by franchisee. Moreover, current research suggests marketing managers ways to resolve the franchisee’s perceived conflict toward franchisor by focusing on the franchisee’s objective attitudinal ambivalence toward franchisor’s supports and the franchisee’s subjective and objective attitudinal ambivalence toward franchisor.