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가맹사업거래에서의 관계종식: 탐색적 연구

Relationship Dissolution in Franchising: An Exploratory Study

이홍|변숙은|임영균|최필호
한국프랜차이즈학회 (Korea Academic Society of Franchising)|2022.03|프랜차이징 저널 (Journal of Franchising)|제8권 제1호|pp. 1-36|DOI 10.22985/kasof.2022.8.1.001

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참고문헌

키워드

계약해지도덕적 해이역선택가맹사업moral hazardadverse selection분쟁조정contract terminationfranchising관계종식relationship dissolutiondispute mediation.

초록

높은 수준의 상호의존성을 특징으로 하는 가맹사업거래에 있어 가맹본부와 가맹점사업자 간 분쟁은 피할 수 없으며 이를 어떻게 해결하느냐가 중요하다. 무엇보다 장기간의 계속거래를 전제로 성립된 계약관계가 분쟁으로 인해 종식되는 것은, 설령 불가피하다 하더라도 가맹본부와 가맹점사업자 모두에게 바람직하지 않은 결과를 초래할 수 있다. 본 연구는 가맹사업거래에서의 분쟁조정 사례를 대상으로 가맹본부-가맹점사업자 간 관계종식에 영향을 미치는 요인을 파악하고 있다. 분쟁조정 현실에서는 많은 사례가 계약해지, 즉 관계의 종식으로 귀착되고 있다. 이에 본 연구는 가맹점사업자가 계약해지를 왜 요구하는지, 이에 대해 분쟁조정위원회(조정위)에서는 어떤 판단을 하는지, 조정위의 계약해지 권고안에 대해 분쟁당사자가 어떻게 반응하는지를 관련 이론과 기존 실증연구를 통해 가설을 설정하고 분쟁사례에 대한 통계적 분석을 통해 검증하고 있다. 실증분석에는 2011년부터 최근까지 한국공정거래조정원이 사례집과 홈페이지를 통해 공개하고 있는 269개 분쟁조정사례가 활용되었다. 가맹점사업자의 계약해지 요구, 조정위의 계약해지 권고, 분쟁당사자의 계약해지 합의 여부를 종속변수로 하고, 가맹본부 역선택, 도덕적 해이, 거래기간, 거래특유투자 등을 독립변수로 하는 로지스틱 회귀분석 결과, 일부 가설은 채택되었으나 상당수 가설은 기각되는 것으로 나타났다. 이에 대한 해석으로 본 연구는 관계종식을 설명함에 있어 주로 대리이론에 기반한 기존 연구가 한계를 가지고 있으며, 향후 다양한 이론을 수용하는 포괄적 접근이 필요함을 제시하고 있다.

Abstract

In franchise business transactions characterized by a high level of interdependence, disputes between the franchisor and franchisees are unavoidable, and how to resolve them is important. Above all, the termination of a contractual relationship established on the premise of a long-term continuous transaction due to a dispute, even if unavoidable, can lead to undesirable results for both the franchisor and the franchisee. In this study, the factors affecting the relationship dissolution between the franchisor and the franchisees were identified in the case of dispute mediation in franchise business transactions. In the reality of dispute mediation, many cases are settled with contract termination, that is, the dissolution of the relationship. Therefore, this study establishes hypotheses and verifies through statistical analysis of dispute cases through related theories and existing empirical studies on why franchisees demand termination of contracts, how the dispute parties judge them, and how they respond to the mediation committee's recommendations. For empirical analysis, 269 dispute mediation cases disclosed by the Korea Fair Trade Mediation Agency through casebooks and websites from 2011 to the latest were used. A logistic regression analysis, which uses franchisee's requests for termination of contracts, mediation committee recommendations, and dispute parties' agreement to terminate contract as dependent variables, and the franchisor adverse selection, moral hazard, transaction period, and transaction-specific investment, and stake of the conflict issues as independent variables were conducted. Results show that some hypotheses were accepted, but many were rejected. With a thorough interpretation of the results, this study suggests that extant studies, mainly based on agency theory, have limitations in explaining the relationship dissolution, and that a comprehensive approach that adopts various theoretical grounds is needed in the future.

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