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가맹본부 의사소통과 역량에 대한 가맹점이 지각하는 공정성, 지원인식 및 결속의 연구

Effects of Justice, Support and Commitment which Franchisees Perceived about Franchisor's Communication and capability

유재원|정지철
한국프랜차이즈학회 (Korea Academic Society of Franchising)|2018.02|프랜차이징 저널 (Journal of Franchising)|제3권 제2호|pp. 54-81|DOI 10.22985/kasof.2018.3.2.003

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참고문헌

키워드

공정성Communication의사소통프랜차이즈JusticeFranchiseCommitmentPerceived Support지원인식가맹점 결속가맹본부 역량Franchisor ability

초록

프랜차이즈 산업에서 가맹점사업자의 관점으로 가맹본부에 대하여 지각되는 의사소통의 방법 및 행위가 공정성의 하부차원인 분배공정성, 절차공정성, 상호작용공정성 이들 간의 유의적 관계가 있는가에 대해 파악하였다. 다음으로 두 이해당사자가 관계의 종속변수인 결속이 어떤 결과가 나타나는지 파악하기 위해 공정성, 가맹본부의 지원을 매개변수로 제시하고, 마지막으로 가맹점사업자들이 인식하는 가맹본부의 역량이 가맹점입장에서 지각되는 조절관계가 어떻게 변화하는가에 대해 검증하였다. 본 연구를 위해 국내에 소재한 가맹점사업자들로부터 설문조사를 실시하여 자료를 수집하였다. 분석결과, 가맹본부의 의사소통은 모든 공정성의 요인을 증가시키는 동시에 공정성의 모든 요인은 가맹본부의 지원인식도 증가하였으며, 관계 결속에도 긍정적인 영향을 미치는 것으로 나타났다. 가맹점은 가맹본부가 원활한 의사소통을 제공할 경우, 영향력이 있는 가맹본부가 가맹점과의 협의를 통해 문제를 해결하려는 시도로 인식하고, 의사소통이 공정하다는 인식을 형성하게 된다는 것이다. 다음으로 가맹본부 역량은 의사소통과 공정성의 관계에서 분배공정성과 상호작용공정성만이 긍정적으로 조절효과가 나타났다. 본 연구에서는 가맹본부와 가맹점간의 의사소통이 빈번할수록 가맹점사업자는 가맹본부의 노력과 책임, 진행의 절차 그리고 정직성 등에 공정성 평가가 높아지는 것으로 나타났다. 가맹점사업자는 이러한 다양한 공정성에 대한 평가가 높아질수록 가맹점의 가맹본부의 지원에 대한 긍정적 평가를 통해 결속을 증진시키는 요소라는 점이다. 즉 일방적 소통방식에서 벗어나 가맹본부와 가맹점 간의 상대방에 대한 이해의 노력과 공정한 분배, 절차 및 정직함이 상호 협력을 통해 가맹본부의 지원에 대한 만족스러운 평가가 높아지는 것이다. 따라서 가맹본부에서는 긴밀한 의사소통의 중요성을 인식하고 이를 효율적으로 관리해 상호 신뢰를 불러올 바람직하고 공정한 프로세스를 잘 구축해야 할 것이다.

Abstract

In franchisee's view, this study grasp significant relation between actions and ways of communication to franchisor and distributive justice, procedural justice, interaction Justice in Equity theory in franchise industry. Next, this study also suggest franchisor's support and experienced justice as parameter for understanding influence of commitment as a dependent variable in relationship between franchisee and franchisor. then, relation of communication and justice of franchisor is modulated for propose an ability of franchisor which franchisee recognize so this findings verify how the relationship to franchisee is changed. For the proper result, we collected research material to franchisee on a survey. Analysis showed that communication of franchisor increase all of factors in justice. Also, all factors about justice make increase perceived support of franchisor so having a decisive effect on commitment as a dependent variable in relationship quality. Ability of franchisor only have a regulation effect to distributive justice and interaction Justice which relate communication to justice. Finally, the study deduct working-level and academic implication that can be develop a commitment effectiveness at relationship quality based on relationship of result variables and emotional factor that franchisee perceived to franchisor.

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