외식프랜차이즈 가맹본부 지원서비스와 성과간에 관계공정성의 매개효과

• 영문명: Mediating Effects of Relationship Fairness Between Franchisor s Support Service and Performance in Food Service Franchise
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이상석(Sang Suk, Lee)
• 간행물 정보: 『한국프랜차이즈경영연구』제10권 제1호, 19~32쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.03.30

영문 초록

Purpose - This paper aims to investigate the mediating effects of relationship fairness factors between franchisor’s support services and performance(re-contract intention) in food service franchise. More specifically, fairness was measured into distributive, procedure, interaction, and information, franchisor’s support service was divided into pre-start support services (initial support services) and post-start support services (continued support services), and performance (re-contract intent) was measured using 3 items such as re-contract, contract extension, and recommendation. Research design, data, and methodology - The population for the survey is the head of franchises in the metropolitan area (Seoul/Gyeonggi), which operates a restaurant franchise, and samples included a wide range of overseas/domestic brands and regions. The survey was conducted from August 1 to September 30, 2018 through the survey agency. The survey was conducted together with a telephone interview and a direct visit by the investigator. A total of 205 questionnaires were collected and retrieved, 4 questionaires containing missing information were excluded and 201 responses were used for analysis. Results - The results shows that franchisor’s initial support services have significant positive effects on procedural, interpersonal, and informational relationship fairness, and continuous support services have significant positive effects on distributive, procedural, interpersonal, and informational relationship fairness. This study also shows that informational and procedural fairness have significant positive effects on performance(re-contract intention). Finally, continuous services a significant positive effect on performance(re-contract intention). Conclusions - The results show that franchisor make a manual, and should improve fairness through regular investigation whether support services was executed as promised in the manual after franchisee operation. In addition, information fairness and procedural fairness have been shown to increase performance(re-contract intention). These results mean that the franchisor s headquarters should provide product and service support for the merchant in accordance with the manual and management policy to reduce asymmetry in information and improve procedural fairness to enhance performance(re-contract intention).

목차

1. 서론

2. 이론적 배경 및 연구모형

3. 연구설계

4. 실증분석

5. 결론

키워드

외식 서비스 프랜차이즈 관계공정성 프랜차이즈 가맹본부의 지원서비스 재계약의도 Food Service Franchise Relationship Fairness Franchisor’S Support Service Re-Contract Intention