프랜차이즈 가맹본부의 프로모션 전략이 가맹점의 재계약 의도에 미치는 관계에 관한 연구

This study was conducted to foster the qualitative development of relationship between franchisors and franchisees in the franchise industry, which has experienced significant quantitative expansion. Franchise systems are characterized by their interdependence, as franchisors and franchisees operate as independent entitles with distinct objectives. The performance of franchisors is influenced by the role of franchisees, just as the performance of franchisees is affected by the role of franchisors. Accordingly, franchisors implement various promotional strategies to enhance franchisee performance. Despite extensive research on promotions in the franchise industry, systematic classifications of promotions remain insufficient, and studies on the impact of promotions on the relationship between franchisors and franchisees are limited. Therefore, this study classified promotion strategies into push and pull strategies and empirically examined their effects on trust, conflict, relationship performance, and contract renewal intention. The analysis yielded the following results. First, push strategies were found to positively affect trust and negatively affect conflict. Second, pull strategies positively influenced trust but did not have a significant effect on conflict. Finally, trust had a positive impact on relationship performance, while conflict had a negative impact. Additionally, relationship performance positively influenced contract renewal intention. These findings provide practical implications by extending the application of push and pull strategies, commonly used in manufacturing industries, to the franchise industry. This study empirically demonstrates their impact on franchisees' contract renewal intentions within the interdependent yet independent relationship between franchisors and franchisees. Furthermore, the study offers academic contributions by examining the effects of franchisor promotion strategies on trust and conflict through the application of relational exchange theory, relationship-specific investments, social exchange theory, and a resource-based perspective.