프랜차이즈 가맹본부의 프로모션 전략이 가맹점의 관계형성에 미치는 영향에 관한 연구

Purpose: The purpose of this study is to confirm the mechanism of franchisor promotion strategies on contract renewal intention of franchisee. First, we sys- tematically distinguished franchisor promotion strategies into push strategies and pull strategies and empirically tested their relationship with trust. Second, we identified the relationship between trust and organizational identification. Finally, we empirically tested the relationship between organizational identi- fication and contract renewal intention. Research design, data, and methodology: We used a structural equation mod- el to test our hypotheses. We commissioned a research firm to conduct a sur- vey of franchise owners who are operating franchisees. Out of the total of 250 repondends, 245 were used for the final analysis after removing 5 whose survey responses were biased or did not respond until the end. Results: The empirical analysis shows that, first, the franchisor's push strategy has a positive impact on both credibility and benevolence dimensions of trust. Second, the franchisor's pull strategy had a positive impact on credibility di- mension of trust. However, the pull strategy did not have a significant effect on the benevolence dimension of trust. Third, both credibility and benev- olence dimensions of trust were found to have a positive impact on organiza- tional identification. Finally, organizational identification had a positive impact on franchisees’ contract renewal intentions. Implications: Based on the relational approach, The significance of this study is that it presents a theoretical framework and empirically analyzes the impact of franchise promotion strategies on franchisees’ contract renewal intentions. In particular, by identifying the mechanisms of franchisor's promotion strategy, trust, organizational identification, and contract renewal intentions in the rela- tionship between franchisor and franchisee, we were able to identify the proc- ess of trust building and relationship formation.