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윤리적 문화가 브랜드 진정성, 가맹점 행동에 미치는 영향 : 편의점 가맹점을 중심으로

The Effects of Ethical Culture on Brand Authenticity and Franchisee Behavior : Focusing on Franchisee Convenience Store

유재원|정지철
한국창업학회|2017.09|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제12권 제4호|pp. 245-279|DOI 10.24878/tkes.2017.12.4.245

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참고문헌

키워드

변혁적 리더십Transformational Leadership편의점Convenience Store브랜드 진정성Brand AuthenticityOpportunismEthical Culture윤리적 문화가맹점 순응. 기회주의적 행동본부 관리감독Franchisee ComplianceFranchisor Enforcement

초록

경제 및 경영 분야에서의 프랜차이즈 모델은 기업의 사업발전을 위해 필수적으로 여겨지고 있다. 최근 들어 프랜차이즈 산업에 대하여 질적 성장에 대한 언급이 지속적으로 증가하고 있다. 잇따른 가맹분쟁과 본사 상품을 강매, 광고·판촉비용을 과도하게 책정, 허위·과장된 정보제공 행위 등 가맹본부의 갑질 횡포가 날로 심각해지고 있다. 따라서 본 연구에서는 프랜차이즈 분야에서 중요성이 강조되는 연구영역 중 가맹점사업자가 지각하고 있는 윤리경영과 함께 브랜드진정성의 매개효과에 대한 영향력을 탐구하기 위하여 가맹점사업자를 대상으로 실증적 연구를 진행하였다. 기존의 척도를 바탕으로 작성된 설문지를 이용하여 전국지역 소재의 프랜차이즈 편의점 가맹점사업자를 대상으로 설문지를 분배하여 총 256명의 설문지를 수거하여 분석에 사용하였다. 본 연구에서 제시한 가설들을 검증하기 위하여 구조방정식을 이용하여 분석을 실시하였다. 실증 분석한 결과, 첫째로 가맹점사업자가 가맹본부에 대하여 지각하는 윤리적 문화를 인식하게 되면 가맹본부의 브랜드 진정성을 강하게 인식하는 것으로 나타났다. 둘째, 가맹점사업자가 인식하는 가맹본부의 변혁적 리더십은 윤리적 문화와 브랜드 진정성의 관계를 강화 시키는 조절효과가 있음을 파악하였다. 셋째, 가맹점사업자가 지각하는 브랜드 진정성은 가맹점 순응의 요인은 증가 시키고, 기회주의적 행동은 약화 시키는 관계로 나타났다. 마지막으로, 가맹점사업자가 인식하는 가맹본부의 관리감독은 먼저 브랜드 진정성과 가맹점 순응의 관계에서 약화 시키는 조절효과가 나타나고, 브랜드 진성성과 기회주의적 행동의 관계는 강화 시키는 조절효과가 있음을 파악하였다. 본 연구는 불공정거래 및 배타주의 성격을 가진 가맹사업에 대하여 가맹본부의 윤리경영이 자율규제의 한 형태로서 가맹점과의 관계개선에 호혜적으로 기여할 수 있음을 확인했다. 많은 학자들이 지지한 윤리적 문화는 구성원 중 리더 또는 관리자에게 드러나는 윤리적 가치에 대한 인식이 구성원들과 일치하지 않을 때 윤리적 갈등이 생길 수 있으며, 많은 업무 스트레스가 동반되어 결국 관계의 형성과 유지에 결정적인 역할을 할 수 있다. 결국 가맹사업에서 가맹본부에 대한 가맹점사업자 입장에서 지각된 윤리적문화가 거래비용을 감소시킬 수 있고 장기적인 거래에 중요한 성공요소라는 것을 밝혔다. 이는 현재 가맹본부의 윤리경영 시스템이 면목상과 표면적으로만 운영 및 조직되어 있어 구체적인 제도와 자구노력을 통하여 양측 간에 서로 이해될 수 있는 시스템 구축이 필요하다.

Abstract

In business administration and economics, franchise model is a vital element for development of business. It is an attractive business organization that extend the business very fast with limited capital and manage process of distribution suitably. In other words, the company that move toward proper business management and improvement consider franchise as best profitable alternative for business goal achievement when they enter the new market. Also, nowadays the contract with franchise is general procedure which is used to improve the company. Franchise headquarters minimize surveillance expenses and sell the operation procedure and trademark to franchisee. However, the comment of qualitative development of franchise business is increase consistently. The high-handedness of franchisor is getting worse and worse in franchise conflict, high-pressure sales, imposing exorbitant costs on advertisement and promotion and offering exaggerated and false information. Thus, this study carry out an empirical study targeting franchisee to do research influence of mediator effect of brand authenticity with ethical management that franchisee perceived in one of the franchise research field which is emphasized. All measures were adapted from or developed based on prior research. Cross-sectional data for this study were collected from 256 franchisee of multi-level marketing company. To analyze the data, a structural equation model procedure using regression were employed. At the result of the empirical analysis, first, when the franchisee recognizes the ethical culture perceived by the franchisor, the franchisor is strongly aware of brand authenticity. Second, the transformational leadership of the franchisor recognized by the franchisee has found that there is a moderating effect of enhancing the relationship between ethical culture and brand authenticity. Third, brand authenticity perceived by franchisee increased the factor of compliance, while opportunistic behavior decreased. Both factors supported the hypothesis. Finally, regulation of the franchisor recognized by the franchisee makes the moderating effects weaken, and the regulation in the relationship between brand authenticity and opportunistic behavior makes the moderating effects strengthen. This study confirms that ethics management can contribute altruistically to improvement of relationship with franchisee as a form of autonomous regulation for franchisor who do unfair trade and behave exclusivity. The ethical culture supported by many scholars is that ethical conflict can arise when the perception of ethical value to the leader or manager is inconsistent with the company members, which is accompanied by a lot of work stress, and as a result, the ethical culture can play a decisive role about formation and maintenance of relationships. In the end, the ethical culture perceived from the franchisee point of view in the franchisor can reduce transaction costs and is an important success factor for long-term transactions. Therefore, System operation, which encourages the franchisee to participate more actively and collects their opinions, is required. it is necessary to build a system that can understand each other through concrete system and self-helping effort, because the ethics management system of the franchisor is operated and organized nominally.

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