가맹본부의 리더십이 가맹점의 관계결속(꽌시)과 영역초월행동에 미치는 영향: 중국 식·음료 프랜차이즈를 중심으로

Purpose: The franchise system in China has experienced rapid growth. However, behind this growth, conflicts between franchise headquarters and franchisees have frequently occurred. The purpose of this study is to clarify the causal relationship between franchiser’s leadership, relationship bonding, and franchisees' boundary spanning behavior. Research Design, Data, and Methodology: A survey was conducted on 200 store owners operating in the food and beverage franchise business in China. The collected data were analyzed using SPSS and AMOS to verify reliability, validity, correlation analysis, and hypothesis testing. Results: The findings of this study showed that both transactional and transformational leadership positively (+) influence franchisees' relationship bonding (guanxi), and relationship bonding positively influences boundary spanning behavior. Additionally, transformational leadership positively influences boundary spanning behavior, whereas transactional leadership does not have a statistically significant effect. Conclusion: Both transactional and transformational leadership serve as positive factors in inducing relationship bonding and boundary spanning behavior among franchisees. However, the fact that transformational leadership directly influences boundary spanning behavior has significant implications for franchiser’s channel management strategy.