환경동태성, 통제메커니즘, 가맹점의 성과 및 재계약의도와의 관계: 프랜차이즈 시스템을 중심으로

Flexible and cooperative organizational structure is inevitable to its success in the ever-changing business environment. The franchise system is an useful organizational structure to benefit both franchisor and franchisee through mutual cooperation. A franchisor needs to build a strategic plan for the continuous relationship with its franchisees to improve business performance and prevent them from leaving at the time of recontracting by an efficient control mechanism with the consideration of the environmental dynamism. This study empirically examines the relationships among environmental dynamism, control mechanism, franchisee’s performance, and franchise recontracting intention. The results from a survey of 213 franchisees in Daegu-Gyeongbuk, Korea indicate that institutional environments significantly affect coercive control, and demand environment has a negative impact on non-coercive control. In addition, coercive control has a negative effect on non-financial performance of franchisees. Non-coercive control has a positive effect on financial and non-financial performance of franchisees. In conclusion, implications and future research are discussed based on the result of empirical analysis.