가맹본부의 경영지원이 가맹점의 신뢰, 다차원적 몰입과 관계성과에 미치는 영향

Franchising can be described as a contractually-based business arrangement between the franchisor who develops a product or service and the franchisee who buys the right to use the franchisor's brand name and sell the product or service. Today, companies which cope with the rapidly-changing business environment need to have mutual collaboration and maintain a long-term relationship to their contract partners in order to overcome environmental uncertainty and business risk. In this respect, franchising is unique among most other types of contract forms in that in involves mutual collaboration and legally-interdependent economic forms. To have relationship continuity, in this business format, is more emphasized due to high level of termination and switching cost between franchisor and franchisee. The partners in a franchise system are mutually dependent on one another's objectives and performance to achieve their goals. So the ideal franchisor-franchisee relationship is one built on mutual trust, commitment, cooperation, and satisfaction, and vital for the success of both parties. Therefore, the critical success factor in franchise business lies on the maintenance of continuous long-term relationship. Although research in franchising is currently experiencing an advancement in the investigation of behavioral attributes, the motivators and perceptions of participants within partnership, the key variables of trust and commitment, a key to successful business relations, requires further insight. The purpose of this paper is to investigate multi-dimensional franchisee's commitments toward franchisor and the influence of such constructs to various relational performance, based and applied on Morgan and Hunt's KMVs(key mediating variables) model. Moreover, in accordance with the brand extension of franchisor and the advent of the age of franchisee's multi-shop or brand management, this research investigates previous franchise researches and integrates franchisee's trust-multidimensional commitment-relational performance model based on a long-term perspective. As shown in Figure 1, this is an empirical study on the effect that the interactions among long-term relational variables such as franchisor's business support, franchisee's trust toward franchisor and its multi-dimensional commitment(e.g., affective, calculative and normative commitment) on the relational performance(e.g., relationship continuity, multi-shop management intention, and multi-brand shop management intention). The core of this research is that success of franchisee system depends on maintenance of the relationship. This research defines that mutual win-win relationship is beneficial to a franchisee as well as a franchisor. Following are the specific results of this research. To test the proposed research model and hypotheses, data were collected from 200 franchisees in the field of Food & Beverage, convenience store, fast food, and bakery franchise. All the measurement scales in this study come from existing literature with adaptation to fit the purpose of this study except multi-brand shop management intention. We investigate the reliability, content validity, convergent validity, and discriminant validity of the proposed instrument by analyzing data. Overall, the results indicated good psychometric properties, and the measurement model revealed and acceptable fit of the model(χ2=1581.655, d.f.=897, χ2/d.f.=1.763, IFI=0.884, TLI=0.870, CFI=0.882, RMR=0.037, RMSEA=0.062). Composite reliability, or AVE among the set of indicators that measured and underlying construct, are greater than the recommended threshold value of 0.7 for CR and 0.5 for AVE. Thus, the model provides a good fit to the data resulting in <Table 1>. Using structural equation model, the author checked the proposed model fit and hypotheses. All of model fit index are acceptable(χ2=1683.028, d.f.=922, χ2/d.f.=1.825, IFI=0.870, TLO=0.859, CFI=0.868, RMR=0.045, RMSEA=0.064). The findings from survey data on manufacturer and retailer relationships suggest that an increase levels of strategic joint action with manufacturer and retailer results in an increase in its specific investment, resulting in <Table 2>. These results are as follows. First of all, franchisee's positive attitude of franchisor's marketing and operating support has a positive effect on the franchisee's trust toward franchisor and all of the affective, calculative and normative commitment. Secondly, affective commitment has a positive effect on relationship continuity, multi-shop management intention and multi-brand shop management intention of franchisee. Thirdly, calculative commitment has a positive effect on both relationship continuity and multi-shop management of franchise. Fourthly, normative commitment has a positive effect on relationship continuity. These results mean that the franchising support has a great effect on trust and multi-dimensional commitment, and subdivided multi-dimensional commitment have a significant effect on relational performance in a franchise system. In addition, the authors attempt to carry our additional analysis among all constructs. Due to the absence of previous research, we could not hypothesize the relationship between calculative commitment-multi-brand shop management intention, normative commitment-multi-shop management intention, normative commitment- extended brand shop management intention. Additional hypotheses results are as follows; calculative commitment has a positive effect on extended multi-brand shop management intention; normative commitment has not positive effect on both multi-shop and extended multi-brand shop management intention. Even though calculative commitment means preservation intention of the relationship for business reasons(economic and social), these result show that calculative commitment is influenced on previous business experience and satisfaction. Opening a new brand shop of the franchisor entails various busines risks to a franchisee, but a high level of calculative commitment through the previous experience can make it easier for the franchisor to recruit franchisees. Therefore, franchisor should pay attention to this results. Research of perceptions of individual franchisee, trust, multi-dimensional commitment and relational performance within the franchise relationship is limited in previous franchise research studies. This research aims to present a long-term perspective of franchise system and a new direction to franchise industry research.