가맹본부의 영향전략이 가맹점의 전환비용과 관계지속의도에 미치는 영향

Purpose: This study investigates how influence strategies employed by franchise headquarters affect switching costs and, subsequently, relationship performance with franchisees. It aims to provide practical and academic insights into managing franchisee relationships more effectively. Research Design, Data, and Methodology: A structured survey was conducted with owners of operating franchisees. After excluding 11 invalid responses, 206 valid responses were analyzed using SPSS 18.0 and AMOS to test the proposed hypotheses. Results: Coercive influence strategies were found to positively affect financial switching costs, while non- coercive strategies positively influenced relational switching costs. Only relational switching costs significantly increased the franchisees’ intention to maintain long-term relationships. Financial switching costs had no significant impact on relationship continuity. Conclusion: Franchise headquarters should prioritize non-coercive influence strategies that build relational switching costs, such as trust and communication, rather than relying on financial constraints. Providing professional information and enhancing support systems can foster stronger franchisee relationships and improve long-term performance.