중국 프랜차이즈 시스템에서의 본부와 가맹점간 신뢰의 영향요인

• 영문명: The Determination of Trust in Franchisor-Franchisee Relationships in China
• 발행기관: 한국마케팅과학회
• 저자명: Shin Geon-Cheol(辛建澈) Yaokun Ma(?耀坤)
• 간행물 정보: 『JGAMS』Journal of Korean Academy of Marketing Science Vol.18 No.2, 65~88쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.06.30

국문 초록

  본 연구는 중국 프랜차이즈 시스템에 참여하는 본부와 가맹점 사이의 신뢰에 영향을 미치는 요인에 대해서 규명하고자 하였다. 중국의 외식 프랜차이즈 산업 가맹점을 조사대상으로 한 실증분석 결과, 프랜차이즈 시스텀에서는 신뢰의 형성이 매우 중요하며, 이를 위하여 본부의 가맹점에 대한 지원의 강화, 양자 간의 원활한 커뮤니케이션, 가맹점의 과거결과에 대한 만족의 증진, 양자 간의 갈등 예방 및 해소가 필요하며, 이러한 본부의 가맹점에 대한 지원과 원활한 커뮤니케이션이 가맹점의 과거결과에 대한 만족을 증가시킬 수 있고, 원활한 커뮤니케이션이 양자 간의 갈등을 감소시킬 수 있는 것으로 나타났다.

영문 초록

  Since the implementation of economic reforms in 1978, the Chinese economy grows rapidly at an average annul growth rate of 9% over the post two decades. Franchising has been widely recognized as an important source of entrepreneurial activity. Trust is important in that it facilitates relational exchanges by permits partners to transcend short-run inequities or risks to concentrate on long-term profits or gains. In the relationship between the franchisors and franchisees, trust has been described as an important source of competitive advantage. However, little research has been done on the factors affecting trust in Chinese franchisor-franchisee relationships. The purpose of this study is to investigate what factors affect the trust in the franchise system in China, and to provide guidelines and insights to franchisors which enter Chinese market.
  In this study, according to Morgan and Hunt (1994), trust is defined as the extending when one party has confidence in an exchange partner"s reliability and integrity. We offered a conceptual model of the empirical study. The model shows that the factors affecting the trust include franchisor"s supports, communication, satisfaction with previous outcome and conflict. We also suggested the franchisor"s supports and communication like to enhance the franchisee"s satisfaction with previous outcome, and the franchisor"s supports, communication and he franchisee"s satisfaction with previous outcome tend to decrease conflict.
  Before the formal study, a pretest involving exploratory interviews with owners from three franchisees was conducted to make sure the questionnaire was relevant and clear to the respondents. The data were collected using trained interviewers to carry out personal interviews with the aid of an unidentified, muti-page, structured questionnaire. The respondents comprised of owners, managers, and owner managers of franchisee-owned food service franchises located in Beijing, China. Even though a total of 256 potential franchises were initially contacted, the finally usable sample consisted of 125 respondents. As expected, the sampling method was successful in soliciting respondents with waried personal and firm characteristics.
  Self-administrated questionnaires were used for all measures. And established scales were used to measure the latent constructs in this study. The measures tapped the franchisees" perceptions of the relationship with the referent franchisor. Five-point Likert-type scales ranging from "strongly disagree" (=1) to "strongly agree" (=7) were used throughout the constructs (trust, eight items; support, five items; communication, four items; satisfaction, six items; conflict, three items).
  The reliability measurements traditionally employed, such as the Cronbach"s alpha, were used. All the reliabilities were greater than .80. The proposed measurement model was estimated using SPSS 12.0 and AMOS 5.0 analysis package. We conducted A series of exploratory factor analyses and confirmatory factor analyses to assess the convergent validity, discriminant validity, and reliability. The results indicate reasonable overall fits between the model and the observed data. The overall fit of measurement model were χ² = 159.699, p=0.004, d.f. = 116, GFI = .879, NFI = .898, CFI = .969, IFI = .970, TLI = .959, RMR = .058. The results demonstrated that the data reasonably fitted the model. We also examined construct reliability and reliability and average variance extracted (AVE). The construct reliability of each construct was greater than .80 and the AVE of each construct was greater than .50.
  According to the analysis of Structure Equation Modeling (SEM), the results of path model indicated an adequate fit of the model: χ² = 142.126, p = 0.044 , d.f. = 115, GFI = .892, NFI = .909, CFI = .981, IFI = .981, TLI = .974, RMR = .057. As hy

목차

〈Abstract〉
〈摘要〉
〈요약〉
Ⅰ. 서론
Ⅱ. 연구모델과 가설
Ⅲ. 연구방법
Ⅳ. 분석 결과
Ⅴ. 결론
참고문헌

키워드

China franchise trust satisfaction conflict 中？ ？？ 信任 ？意度 ？突 중국 프랜차이즈 신뢰 만족 갈등