외식프랜차이즈 시스템의 지원, 갈등, 관계만족, 신뢰가 장기거래지향성에 미치는 영향
The Effects of Support, Conflict, Relationship Satisfaction and Trust of Food Service Franchise System on the Long-term Directional Trading
0
조회
0
다운로드
18
인용
0
참고문헌
키워드
초록
The purpose of this study is to investigate the effects of support, conflict, relationship satisfaction, trust of food service franchise system on the Long-term directional trading. Domestic food service franchise business, which accounts for just more than half of the whole franchise business, suffers from various problems such as the difficulty of small scale, the poor management of head office, the excessive competition of peers, the lack of distribution infrastructure and the low level of business management information because most franchisees are small and subsistence stores except for a few large companies. The sample of this study was selected in the companies with more than 100 participating franchisees among the companies (fast food, bakery, chicken, korean food, hof/liquor, drinks/coffee/ice cream company) registered in the Korea franchise association. Those companies must have franchise headquarters to subsist for more than 5 years. The survey was conducted for one month from August 1st to August 31st 2015. A total of 300 questionnaires were distributed and 275 responses were collected, and 241 usable questionnaires were used for data analysis. Confirmatory factor analysis was performed using SPSS 12.0. Finally, the structural model for the reliability and validity was verified through exploratory factor analysis, correlation analysis and regression analysis to analyze final destination and verify research hypotheses.
Abstract
The purpose of this study is to investigate the effects of support, conflict, relationship satisfaction, trust of food service franchise system on the Long-term directional trading. Domestic food service franchise business, which accounts for just more than half of the whole franchise business, suffers from various problems such as the difficulty of small scale, the poor management of head office, the excessive competition of peers, the lack of distribution infrastructure and the low level of business management information because most franchisees are small and subsistence stores except for a few large companies. The sample of this study was selected in the companies with more than 100 participating franchisees among the companies (fast food, bakery, chicken, korean food, hof/liquor, drinks/coffee/ice cream company) registered in the Korea franchise association. Those companies must have franchise headquarters to subsist for more than 5 years. The survey was conducted for one month from August 1st to August 31st 2015. A total of 300 questionnaires were distributed and 275 responses were collected, and 241 usable questionnaires were used for data analysis. Confirmatory factor analysis was performed using SPSS 12.0. Finally, the structural model for the reliability and validity was verified through exploratory factor analysis, correlation analysis and regression analysis to analyze final destination and verify research hypotheses.
참고문헌 (45)
- 김경현, "외식 프랜차이즈 본부의 통제와 지원이 갈등과 가맹점의 재계약의도에 미치는 영향 연구", 박사, 마케팅, pp.2011
- 김선경, "외식 프랜차이즈 본부의 권력행사가 가맹점의 갈등해결 유형과 성과에 미치는 영향", 박사, 푸드비즈니스, pp.2011
- 김성수, "외식 프랜차이즈기업의 본부특성, 가맹점만족, 재계약의도간의 관계에 관한 연구: 외식업종별 조절효과", 외식경영연구, 12(1), pp.225~243 (2009), 한국외식경영학회
- 김숙정, "프랜차이즈 가맹점 재계약 의도의 선행요인에 관한 연구", 마케팅논집(Journal of Marketing Studies), 17(2), pp.119~155 (2009), 한국전략마케팅학회
- 김은정, "혜택 유형에 따른 호텔 로열티 프로그램이 고객 만족도와 충성도에 미치는 영향 : 전환 장벽 매개효과 분석", 박사, 호텔관광경영학, pp.2009
- 김찬경, "제품유형에 따른 판매상황이 구매자-판매자간의 장기지향성 형성에 미치는 영향에 관한 연구", 아시아마케팅저널, 5(1), pp.3~ (2003), 한국마케팅학회
- 노용숙, "외식 프랜차이즈 가맹본부 윤리적 가치가 본부의 CSR 활동과 관계만족, 관계신뢰, 관계몰입 및 장기지향성에 미치는 영향", 박사, 경영학과 경영학전공, pp.2012
- 민용기, "프랜차이즈 본부와 가맹점간의 영향력과 지원이 갈등 및 거래 성과에 미치는 영향", 석사, 관광경영학, pp.2006
- 박경원, "프랜차이즈 본부의 시장지향성에 대한 가맹점의 태도가 프랜차이즈 갈등에 미치는 영향 연구 : 가전제품 판매 프랜차이즈를 중심으로", 박사, 벤처중소기업학, pp.2011
- 박순신, "외식프랜차이즈 기업의 경영지원시스템이 브랜드 성장단계별 가맹점의 신뢰와 성과에 대한 만족에 미치는 영향", 박사, 외식경영학, pp.2011
- 유영진, "외식 프랜차이즈 본부의 영향 전략이 가맹점의 관계 만족과 영역 초월 행동에 미치는 영향", 동아시아식생활학회지, 21(2), pp.284~297 (2011), 동아시아식생활학회
- 이선익, "외식 프랜차이즈의 본부 지원이 가맹점의 신뢰, 관계결속, 몰입, 성과에 미치는 영향", 박사, 관광경영학, pp.2008
- 이준재, "외식 프랜차이즈 가맹점 이용고객이 느끼는 정(情)이 심리적 주인의식과 행동의도에 미치는 영향 연구", 관광레저연구, 23(3), pp.319~335 (2011), (사)한국관광레저학회
- 장형유, "소매은행에서 서비스품질이 관계품질에 미치는 영향과 관계품질과 고객애호도 관계구조에서 전환비용의 조절효과", 서비스경영학회지, 9(2), pp.229~254 (2008), 한국서비스경영학회
- 정우식, "수퍼바이저 관계결속 노력이 가맹점의 장기지향성에 미치는 영향", 박사, pp.2012
- 지식경제부·대한상공회의소, "2010년 전국프랜차이즈 브랜드 실태조사", ~ (2011)
- 2013년 프랜차이즈 현황 및 발전방안연구, "지식경제부", ~ (2013)
- 최수근, "가맹점주의 영업지원만족이 재계약 의도에 미치는 영향", 한국외식산업학회지, 3(2), pp.61~77 (2007), 한국외식산업학회
- 하세나, "프랜차이즈 시스템 공정성의 선행요인과 결과요인에 관한 구조방정식 모형분석", 유통연구, 13(1), pp.35~60 (2008), 한국유통학회
- Anderson, J. C, "Industrial Marketing: A German-American Perspective" (1986), Berlin's Springer Verlag
- Anderson, J. C, "A model of distributor firm and manufacturer firm working partnerships", Journal of Marketing, 54(1), pp.42~58 (1990)
- Berry, L. L, "Marketing service: competing through quality" (1991), The Free Press
- Carney, Mick, "Vertical integration in franchise systems: agency theory and resource explanations", Strategic Management Journal, 12(1), pp.607~629 (1991)
- Chumpitaz, R, "Service quality and marketing performance in business-to-business markets exploring the mediating role of client satisfaction", Managing Service Quality, 14(2), pp.235~248 (2004)
- Crosby L. A, "Relationship quality in services selling : An interpersonal influence perspective", Journal of Marketing, 54(3), pp.68~81 (1990)
- Dant, Rajiv J, "What we know about ownership redirection in franchising : a meta-analysis", Journal of retailing, 72(4), pp.427~446 (1996)
- Doney, P. M, "An examination of the nature of trust in buyer-seller relationships", Journal of Marketing, 61(2l), pp.35~51 (1997)
- Doutt, J, "Comparative productive performance in fast food retail distribution", Journal of Retailing, 60(3), pp.98~106 (1984)
- Dwyer, F. R, "Developing buyer-seller relationship", Journal of marketing, 51(2), pp.11~27 (1987)
- Etgar, M, "Sources and types of intra channel conflict", Journal of Retailing, 55(1), pp.61~78 (1979)
- Frazier, G. L, "Inter organizational exchange behavior in marketing channels : A broadened perspective", Journal of Marketing, 47(4), pp.68~78 (1983)
- Ganesan, S, "Determinants of long-term orientation in buyer-seller relationship", Journal of Marketing, 58(2), pp.1~19 (1994)
- Gaski, J. F, "The differential effects of exercised and unexercised power sources in a marketing channel", Journal of Marketing Research, 22(2), pp.130~142 (1986)
- Geyskens, I, "Economic and social satisfaction : Measurement and relevance to marketing channel relationships", Journal of Retailing, 76(1), pp.11~32 (2000)
- Kalwani, M. U, "Long-term manufacturer-supplier relationships:Do they pay off for supplier firms?", Journal of Marketing, 59(1), pp.1~16 (1995)
- Khan, "Restaurant Franchising", pp.3~ (1992), Van Nostrand Reinhold
- Klemperer P D, "Markets with Customer Switching Costs", Quarterly Journal of Economics, 102(2), pp.375~394 (1987)
- 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 (1993)
- Morgan, R. M, "The commitment-trust theory of relationship marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
- Noordewier, T. G, "Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships", Journal of Marketing, 54(4), pp.80~94 (1990)
- Rosenbloom, B, "Conflict and channel efficiency : Some conceptual model for the decision marker", Journal of Marketing, 37(3), pp.26~30 (1973)
- Ruekert, W. R, "Reliability and validity of alternative measures of channel member satisfaction", Journal of Marketing Research, 21(2), pp.226~223 (1984)
- Schurr, Paul H, "Influences on exchange process : Buyer’s proconceptions of a seller’s trustworthiness and bargaining", Journal of Consumer Research, 11, pp.939~953 (1985)
- Sibley, S. D, "An explanatory investigation of cooperation in a franchise channel", Journal of Retailing, 58(4), pp.23~45 (1982)
- Stern, L. W, "Marketing Channels" (1992), Prentice-Hall