가맹본부의 정보공유 활동과 가맹점의 기업가정신이 상호 갈등수준과 관계 성과에 미치는 영향

Purpose: This study was to investigate the effect of information sharing activities of franchisor and entrepreneurship of franchisee as the main points of reduction of conflict between the two parties of franchiser and franchisee influencing relational conflict and relational performance, while identifying how the level of conflict would affect the positive relational performance. Research design, data, and methodology: In order to execute empirical test using statistical analysis method, through literature review, five hypotheses which contained the causal relationships including the effect of conflict level influencing relational performance were developed. Data were collected from 188 restaurant franchisees in the Cheongju city and Kyunggi area. Results: Results of regression analysis and covariance analysis indicated that information sharing activities of franchisor significantly influenced on the reduction of conflicts and on the raise of financial performance, but entrepreneurship of franchisee affected the increase of conflicts and performance. Results also showed that the middle level of conflict was found to be positively associated with more performance than the low and the high level of conflict. Conclusions: This study suggest that information sharing activities of franchisor functions as the very important factor in minimizing conflicts and improving performance in franchise system, and a little of conflict as a role of attracting attentions of two parties of franchiser and franchisee affect positive performance. Implications of the results and limitations of the study were also discussed.