가맹본부의 경영지원이 가맹점의 경영성과와 관계결속에 미치는 영향

The purpose of this study was to identify the relationship between the franchise franchisees' management support and the franchisee's management performance, and to confirm the mediating effects of relationship bonds such as social bond, functional bond, and structural bond between the two factors. The main analysis of the study used the structural equation model and multiple regression analysis. As a result of analysis, first, operational support such as product and logistics support, education support, and sales promotion had a positive effect on financial performance, and sales support for business expertise and commerce attitude also had an effect on non-financial performance. However, the influence of sales support on financial performance was insignificant. Second, both sales support and operation support had a positive effect on the relationship between the headquarters and franchisee stores. Third, among relational ties, functional ties showed positive influence on both financial and non-financial performances, and structural ties had little influence on both financial and non-financial performances. In addition, social solidarity had a positive influence on non-financial performance, but the influence of financial performance was insignificant. Fourth, as a result of analyzing the mediating effect of relationship bonding in the relationship between management support and management performance of franchisee stores, most of the relationship bonding variables were found to have mediating effect. However, in the case of social cohesion, there was no mediating effect between operational support and financial performance.