외식 프랜차이즈 본부의 지원과 통제가 가맹점의 몰입과 성과에 미치는 영향

Abstract

The focus of this research is about the relationship between francisor’s and franchisee. Franchisor’s control franchisees with physical, operational and other supports to be able to gain competitive advantages in the food and beverage marketplace. Moreover, they need to take care of the support and control system to satisfy franchisees to maintain a trustful relationship so that they can improve the performance. Therefore, the purpose of this research is fourfold. First, this research examines support and control factors that influence the commitment of franchisees. Second, this research analyzes the effects of franchisor’s support and control on emotional and calculative commitments. Third, this research investigates the impacts of emotional and calculative commitments on financial performance. Last, this research looks at the moderating effects of franchisor’s decision-making and operational experience. Data were collected for 45 days targeting those managers with working experience for more than 6 months in food and beverage franchising companies in Busan. In total, 331 questionnaires were collected and analyzed using SPSS 22.0 and AMOS 22.0. The results showed three interesting outcomes. First, it was found that franchisor’s support significantly influenced franchisee’s emotional and calculative commitments. Second, the important role of supervisor was discovered in improving emotional and calculative commitments. Third, the process and social controls played a significant role in affecting emotional commitment, which showed the importance of manuals and controls for facilities and qualities. Fourth, it is important that the commitment to the franchisor's affects the performance and that it is to make the relationship between the franchisor's and the franchisee's to improve the performance emphasizing the systematic performance of the franchisor's rather than by focusing on multual profits. Fifth, the level of experience had significant moderating effects on the relationship between supervisor and emotional commitment. It revealed that the role of supervisor was more important for experienced groups than less experienced groups. Sixth, the level of decision-making also moderated the relationship between franchisor’s support and control and commitments. This research was geographically limited to Busan and did not classify sectors for the study and the following researches should extend their focus to various regions and sectors.