프랜차이즈 가맹본부와 가맹점 사이에서 힘의 원천이 갈등을 매개로 성과에 미치는 영향

Abstract

As the interest in distribution and logistics has steadily increased during the past two decades, industries specialized in distribution and logistics have also considerably expanded. Especially, Convenience stores show the highest growth and are becoming the core distribution platforms. The main feature of convenience stores is the franchise system. In recent years, Convenience stores found on this system have been criticized for focusing on quantitative expansions to have competitive advantages. Consequently, conflicts arise in contracts and in operations and the qualitative growth is not always achieved as a result of the extreme means the franchisers use trying to control the vertical unilateral relationship with franchisee. In this regard, We selected four independent variables, 'Coercive force', 'Expert force', 'Reference force', ‘Reward Power’ and we used 'conflict' as a mediator to examine how the use of 'Force' affects 'Performance'. The results of the study reveal that 'Coercive force', 'Expert force' and 'Reference force' are correlated to 'Performance' and 'Conflict' is also correlated to 'Performance' . Furthermore, 'Coercive force' and 'Reference force' turns out to be positively related to 'Performance'. Finally, the evidence shows a partial mediated effect for 'Coercive force' and 'referent force'. But a complete mediated effect 'Expert force'. Although, previous studies have focus on franchisee, ‘Purchase behavior’, ‘Satisfaction’ and ‘Franchisor’, this study focused on Convenience stores and Franchisee rather than Franchisor. So this study provides theoretical implications of findings and will contributes related CVS.