프랜차이즈 시스템 하에서 공정성 차원과 상호주의적 호의를 통한 갈등관리전략

In the franchise system in Korea, conflicts occur frequently due to dissonance between a franchisor and a franchisee. Such conflicts can also arise from misuse of the content of communication (influence strategy), which is the linguistic aspect of the franchisor, and unfair behavior, which is a behavioral aspect of the franchisor. In the field of distribution channel research, existing studies have demonstrated their influence by considering ‘content of communication(influence strategy)’ and ‘relationship quality’ as antecedent factors of conflict. However, it is difficult to find studies demonstrating the effect of fairness on conflict. This study demonstrated the role of fairness and benevolence in resolving conflicts between franchisor and franchisee. To test the hypotheses of this study, samples were collected from 210 Korean franchisees transacting with 109 food franchisors. The survey subjects were selected and surveyed by quota sampling, which extracts samples according to the number of franchisees in each of the food franchisors. As a result of testing the hypotheses through covariance-based structural equation modeling(CB-SEM), the influence of mutualistic benevolence to reduce conflict was revealed. And the influence of procedural fairness to increase mutualistic benevolence was shown, but the influence of distributive fairness did not appear. Finally, the theoretical significance and practical contribution of this study were discussed, and the research limitations and future research directions were presented.