프랜차이즈 본사 리더십과 가맹점 경영성과에서 프랜차이즈 관계품질의 매개효과

Purpose: The purpose of this study is to examine the mediating effects of relationship quality on franchisor instructor’s leadership and franchisee business performance. Methods: Frequency analysis was used to analyze general characteristics of the data surveyed. Factor analysis and Cronbach’s α were conducted to verify the validity and reliability of the variables. In addition, multiple linear regression analysis was employed to investigate the impact of variables. Results: The results showed that the regression coefficient of the independent variable (i.e., transformational leadership) had smaller effects at the third stage than at the second stage in the three-step mediated regression. In addition, the mediating effects of relationship qualities (i.e., satisfaction and trust) on the relationship between franchisor instructor’s leadership and franchisee performance were significantly positive. Therefore, relationship qualities partially mediated the relationship between the franchisor instructor’s transformational leadership and franchisee performance (i.e., learning and growth performance and internal process performance). Conclusion: Based on the results of this study, service franchisors should apply transformational leadership more actively when implementing a training program for franchisee’s employees and improve their communication tools in order to ensure the franchisee’s satisfaction and trust in the franchise system.