가맹본부와 가맹점주의 관계적 계약이 가맹본부에 대한 신뢰와 재계약의도에 미치는 영향 - 계약기간의 조절효과 -
The Effect of Franchisor’s Relational Contract on Trust and Recontract Intention -The Moderating Effect of Contract Duration-
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study is to understand the influence of franchisor’s relational contract on trust and recontract intention. Based on total 279 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the AMOS program. The hypothesized relationships in the model test simultaneously by using a structural equation model(SEM). The model’s fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed the that the flexibility, information exchange, joint problem solving had a positive significant influence on turnover intention. Also, trust had a positive significant influence on recontract intention. The moderating effects on contract duration do. Limitations and future research directions are also discussed.
Abstract
The purpose of this study is to understand the influence of franchisor’s relational contract on trust and recontract intention. Based on total 279 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the AMOS program. The hypothesized relationships in the model test simultaneously by using a structural equation model(SEM). The model’s fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed the that the flexibility, information exchange, joint problem solving had a positive significant influence on turnover intention. Also, trust had a positive significant influence on recontract intention. The moderating effects on contract duration do. Limitations and future research directions are also discussed.
참고문헌 (58)
- 강지원, "정보교환과 금지청구제를 중심으로 본 2020년 개정 공정거래법의 시사점과 향후 쟁점", 경제법연구, 20(1), pp.41~67 (2021), 한국경제법학회[DOI]
- 공인원, "소매업 프랜차이즈 본부의 지원제도가 본부 신뢰와 가맹계약의도에 미치는 영향에 관한 연구", 프랜차이징 저널, 7(3), pp.1~30 (2021), 한국프랜차이즈학회[DOI]
- 공정거래위원회, "2020년도 가맹사업 현황", ~ (2020)
- 김근종, "외식프랜차이즈 사업의 발전방안에 관한 연구", 한국외식산업학회지, 16(4), pp.97~109 (2020), 한국외식산업학회[DOI]
- 김창봉, "프랜차이즈 기업의 성공요인이 기업성과에 미치는 요인에 관한 연구: 기업가역량의 조절효과", 대한경영학회지, 33(9), pp.1671~1694 (2020), 대한경영학회[DOI]
- 민병석, "약국 프랜차이즈 가맹점(franchisee)의 브랜드 진정성, 브랜드 동일시, 교육만족도, 브랜드 신뢰, 재계약의도, 추천의도의 관계에 관한 연구", 벤처창업연구, 14(4), pp.143~160 (2019), 한국벤처창업학회[DOI]
- 박흥재, "외식업체 프랜차이즈 가맹점의 공정성지각이 관계의 질에 미치는 영향 연구", 벤처창업연구, 2(2), pp.69~91 (2007), 한국벤처창업학회[DOI]
- 송주완, "선행연구를 통한 외식프랜차이즈 발전전략에 관한 연구", 한국외식산업학회지, 16(3), pp.139~148 (2020), 한국외식산업학회[DOI]
- 안대천, "프랜차이즈 기업의 CSR활동이 가맹점신뢰 및 장기지향성에 미치는 영향:가맹점주의 진정성 귀인의 영향력을 중심으로", 광고연구, (125), pp.90~115 (2020), 한국광고홍보학회
- 이재훈, "외식프랜차이즈의 신뢰와 관계결속이 재계약의도에 미치는 영향", 호텔관광연구, 18(6), pp.287~307 (2016), 한국호텔관광학회
- 이충배, "자동차 산업에서 글로벌 공급사슬상의 정보공유가 공급사슬역량에 미치는 영향", 관세학회지, 21(4), pp.203~220 (2020), 한국관세학회
- 전유리, "중소기업의 지식공유 활동이 기업성과에 미치는 영향 : 지식경영시스템 수용 의도 매개 효과를 중심으로", 한국혁신학회지, 14(4), pp.1~25 (2019), 한국혁신학회[DOI]
- 최병호, "외식프랜차이즈 시스템의 지원, 갈등, 관계만족, 신뢰가 장기거래지향성에 미치는 영향", 한국외식산업학회지, 11(4), pp.113~125 (2015), 한국외식산업학회[DOI]
- Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
- Castrogiovanni, G. J., "Resource scarcity and agency theory predictions conceerning the continued use of franchising in multi outlet networks", Journal of Small Business Management, 44(1), pp.27~44 (2006)
- Cochet, O., "Capitalizing on franchisee autonomy : Relational forms of governance as controls in idiosyncratic franchise dyads", Journal of Small Business Management, 46(1), pp.50~72 (2018)
- Combs, J., "Why do firms use franchising as an entrepreneurial strategy : A meta-analysis", Journal of Management, 29(3), pp.777~780 (2003)
- Conner, K. R., "A resource-based theory of the firm : Knowledge versus opportunism", Organization Science, 7(5), pp.477~501 (1996)
- Das, T., "Resource and risk management in the strategic alliance making process", Journal of Management, 24(1), pp.21~42 (1998)
- Davies, M. A. P., "A model of trust and compliance in franchise relationships", Journal of Business Venturing, 26(3), pp.321~340 (2011)
- Doney, P. M., "An examination of the nature of trust in buyerseller relationships", Journal of Marketing, 61(2), pp.35~51 (1997)
- Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Ganesan, S., "Dimensions and levels of trust : Implications for commitment to a relationship", Marketing Letters, 8(4), pp.439~448 (1997)
- Ghosh, M., "Governance value analysis and marketing strategy", Journal of Marketing, 63(4), pp.131~145 (1999)
- Gulati, R., "Dependence asymmetry and joint dependence in inter organizational relationships : Effects of embeddedness on a manufacturer’s performance in procurement relationships", Administrative Science Quarterly, 52(1), pp.32~69 (2007)
- Heide, J. B., "Alliances in industrial purchasing : The determinants of joint action in buyer-supplier relationships", Journal of Marketing Research, 27(1), pp.24~36 (1990)
- Heide, J. B., "Do norms matter in marketing relationships?", Journal of Marketing, 56(2), pp.32~44 (1992)
- Hernández-Espallardo, M., "Exploitation and exploration based innovations : The role of knowledge in inter firm relationships with distributors", Technovation, 31, pp.203~215 (2011)
- Hitt, M. A., "Navigating in the new competitive landscape : Building strategic flexibility and competitive advantage in the 21st century", Academy of Management Executive, 12(4), pp.22~42 (1998)
- Hoppner, J. J., "The role of reciprocity in clarifying the performance payoffof relational behavior", Journal of Marketing Research, 48(5), pp.920~928 (2011)
- Hoy, F., "Organizational learning at the marketing entrepreneurship interface", Journal of Small Business Management, 46(1), pp.152~158 (2008)
- Hu, Z., "How does the strength of ties influence relationship quality in Chinese megaprojects? The mediating role of contractual flexibility", Baltic Journal of Management, 16(3), pp.366~385 (2021)
- Jadin, T., "Personality traits and knowledge sharing in online communities", Computers in Human Behavior, 29(1), pp.210~216 (2013)
- Jambulingam, T., "Influence of franchisee selection criteria on outcomes desired by the franchisor", Journal of Business Venturing, 14(4), pp.363~395 (1999)
- Johnson, J. L., "Market focused strategic flexibility : Conceptual advances and an integrative model", Journal of the Academy of Marketing Science, 31(1), pp.74~89 (2003)
- Kaufmann, P. J., "Relational exchange norms, , perceptions of unfairness and retained hostility in commercial litigation", Journal of Conflict Resolution, 32(3), pp.534~552 (1988)
- Laurie, C., "Partners for the millennium as franchising enters the 21st century successful systems employ a variety of strategies to assure harmonious relationships with franchisees", Franchising World, 32(1), pp.12~20 (2000)
- 이한근, "기업간 거래 관계에서 기업의 사회적 책임, 신뢰, 정보공유와 장기지향성과의 관계", 대한경영학회지, 33(11), pp.2043~2062 (2020), 대한경영학회
- Lee, Y., "Enhancing alliance performance : The effects of contractual-based versus relational-based governance", Journal of Business Research, 59(8), pp.896~905 (2006)
- Macneil, I. R., "The new social contract : An inquiry into modern contractual relations", Population and Development Review, 7(3), pp.545~547 (1980)
- McEvily, B., "Embedded ties and the acquisition of competitive capabilities", Strategic Management Journal, 26(11), pp.1033~1055 (2005)
- Moorman, C., "Relationships between providers and users of market research : The dynamics of trust within and between organizations", Journal of Marketing Research, 29(3), pp.314~328 (1992)
- Noordewier, T. G., "Explaining contract purchase arrangements in industrial buying: A transaction cost perspective", Doctor, pp.1987
- OECD, "Flexibility and proportionality in corporate governace", 22~ (2018)
- Pitt, L., "Managing the franchised brand : The franchisees’perspective", Journal of Brand Management, 10(6), pp.411~420 (2003)
- Poppo, L., "Do formal contracts and relational governance function as substitutes or complements?", Strategic Management Journal, 23(8), pp.707~725 (2002)
- Roath, A. S., "A conceptual framework of relational governance in foreign distributor relationships", International Business Review, 11(1), pp.1~16 (2002)
- Sanchez, R., "Strategic flexibility in product competition", Strategic Management Journal, 16(Special Issue : Special), pp.135~159 (1995)
- Sanchez, R., "Modularity flexibility and knowledge management in product and organization design", Strategic Management Journal, 17(Special Issue : Knowledge), pp.63~76 (1996)
- Savolainen, R., "Information sharing and knowledge sharing as communicative activites", Information Research : An International Electronic Journal, 22(3), pp.1~20 (2017)
- Sibley, S. D., "An exploratory investigation of cooperation in a franchise channel", Journal of Retailing, 58(4), pp.23~45 (1982)
- Song, H., "From contractual flexibility to contractor’s cooperative behavior in construction projects : The multiple mediation effects of ongoing trust and justice perception", Sustainability, 13, pp.13654~ (2021)
- Sorenson, O., "Finding the Right Mix : Franchising, Organizational Learning, and Chain Performance", Strategic Management Journal, 22(6), pp.713~724 (2001)
- Subramani, M. R., "Safeguarding investments in asymmetric inter organizational relationships : Theory and evidence", Academy of Management Journal, 46(1), pp.46~62 (2003)
- Wang, D., "The efficacy of trust for the governance of uncertainty and opportunism in megaprojects : The moderating role of contractual control", Engineering Construction and Architectural Management, 27(1), pp.150~167 (2019)
- Wright, O., "Trust and commitment within franchise systems : An Australian and New Zealand perspective", Asia Pacific Journal of Marketing and Logistics, 23(4), pp.486~500 (2011)
- Zaheer, A., "Relational governance as an inter organizational strategy : An empirical test of the role of trust in economic exchange", Strategic Management Journal, 16(5), pp.373~392 (1995)
- Zaheer, A., "Does trust matter? Exploring the effects of inter organizational and interpersonal trust on performance", Organization Science, 9(2), pp.141~159 (1998)
