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프랜차이즈 가맹계약조항이 지각된 공정성과 신뢰 그리고 가맹점의 영역초월행동에 미치는 영향

The Effect of Franchise Contract Clause on Perceived Justice, Trust and Boundary Spanning Behaviors of Franchisees

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초록

일반적으로 가맹본부는 가맹점의 신뢰를 얻기 위해 경영활동이나 마케팅 활동을 지원함과 동시에 과정 통제나 결과 통제와 같은 사후적 통제 메커니즘을 활용하여 프랜차이즈 시스템을 운영한다. 따라서 지금까지의 프랜차이즈 연구들은 가맹본부의 지원이나 사후적 통제에 초점을 두고 진행되어 왔다. 본 연구에서는 기존에 비교적 연구가 덜 진행되어 왔던 사전통제 메커니즘으로서 가맹계약조항(인센티브 조항, 안전장치 조항, 일방적 계약조항)이 가맹점의 지각된 공정성과 신뢰 그리고 가맹점의 영역초월행동에 미치는 영향을 살펴보았다. 이를 위해 국내 프랜차이즈 가맹점을 운영하고 있는 가맹점 점주 206명을 대상으로 설문을 시행하여 가설을 검증하였다. 가설 검증 결과, 가맹계약조항 중 인센티브 조항과 안전장치 조항은 지각된 공정성에 정(+)의 영향을, 일방적 계약조항은 지각된 공정성에 부(-)의 영향을 미쳤으며, 가맹점의 지각된 공정성은 신용과 호의 모두에 정(+)의 영향을 미치는 것으로 나타났다. 또한 신뢰의 두 가지 차원 중 신용은 영역초월행동의 외부대표와 서비스 수행에 정(+)의 영향을 미치는 것으로 나타났으나 내부영향에는 긍정적인 영향을 미치지 못하는 것으로 나타났다. 또 다른 신뢰의 차원인 호의는 내부영향과 외부대표와 같은 영역초월행동에는 정(+)의 영향을 미치는 것으로 나타났으나 서비스 수행에는 통계적으로 유의미한 영향을 미치지 못하는 것으로 나타났다. 본 연구가 지니는 학문적, 실무적 시사점은 연구의 마지막 부분에 제시하였다.

Abstract

This study is previous researches have been focused on supporting activities or ex-post control mechanism from the franchisor. This study examines the effect of franchise agreement clauses as an ex-ante control mechanism on the perceived justice and trust of franchisees, as well as franchisee's boundary spanning behavior. To this end, the hypotheses were verified by conducting a questionnaire survey on 206 franchisee owners. As a result of the hypothesis test, most hypotheses were supported, but among the two dimensions of trust, credit did not have a positive effect on the internal impact of boundary spanning behavior. Another dimension of trust, benevolence, did not have a statistically significant effect on service performance. As an ex-ante control mechanism, this study investigated the relationship of franchise agreement clauses on perceived justice, trust, and boundary spanning behavior, the academic and practical implications of the study are presented in the last part.

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