가맹점의 환경 불확실성 지각정도에 의한 프랜차이즈 통제 시스템의 효과적 관리 방안에 관한 연구: 관계지속 기간 및 자기결정성의 삼원조절효과를 중심으로

Environmental uncertainty is the key concern in franchise selection. If the franchisee is capable of the environmental uncertainty control, giving the management autonomy to the franchisee would be efficient. This study verifies the effect of franchise control system type on the satisfaction of franchisor-franchisee relationship depending on the uncertainty perception of the franchisee. First, we divided franchise control system as 1) Bureaucratic control 2) Trust-based control and 3) Autonomy and verified how each system affect the satisfaction on franchisor-franchisee relationship regarding the amount of uncertainty perception of the environment. The result showed that in higher uncertainty perception group, Trust-based control exerted stronger effect on the relationship satisfaction and in lower uncertainty perception group, autonomy (Self-control) was most significant control system. In second study, we investigated how the relationship duration and franchisee's self-determination regulates the relationship satisfaction of each control system. In lower uncertainty perception group, relationship duration and franchisee's self-determination had significant cross-effect on relationship satisfaction. Also, the three-way interaction effect of relationship duration and franchisee's self-determination on each franchise control system was valid. In higher uncertainty perception group, the relationship duration had significant interaction effect on the relationship satisfaction and Trust-based control, however, autonomy showed mere interaction effect on the relationship satisfaction and franchise control systems.