중국 프랜차이즈 시스템 성과의 결정 요인: 사회교환이론과 자원기반이론

Purpose: The purpose of this study was applying the social exchange theory and resource-based view in the context of the Chinese franchise system, the factors affecting the two different of trusts of franchisees in the franchisor were identified. We investigated two kinds of trusts on relationship commitment and performance as well. Research design, data, and methodology: The collected method was conducted by surveying franchisees in China during two months and 200 franchisees were responded. The hypotheses are tested using the structural equation modeling technique. Reliability test and confirmatory factor analysis were performed for research validity and reliability of the study. Results: First, social exchange factors (information exchange and guanxi) were found to affect the benevolence. Second, social exchange factors (joint problem solving and guanxi) and RBV factors (marketing support and operation support) had a positive effect on expertise. Third, both dimension of trust were found to have a positive effect on franchise performance, but only expertise had positive effect on behavioral performance. Implications: The study offers practical and theoretical insights into understanding what are the determinants of franchise system performance in China. Based on the results, guanxi is an important factor affecting both types of trust. In addition, franchisor’s expertise in needed rather than benevolence in order to increase the relationship continuity such as renewing contracts with franchisees.