프랜차이즈 시스템 하에서 공정성 차원과 상호주의적 호의를 통한 갈등관리전략 = Conflict Management Strategy through Fairness Dimensions and Mutualistic Benevolence under the Franchise System

국문 초록 (Abstract)

국내 프랜차이즈 시스템에서 가맹본사와 가맹점간 불일치로 인한 갈등이 빈번히 발생하고 있다. 이러한 갈등은 가맹본사의 언어적 측면인 의사소통의 내용(영향전략)의 오용과 행동적 측면인 불공정한 행동을 통해서도 비롯될 수 있다. 유통경로 연구 분야에서 기존 연구들은 갈등의 선행요인들로써 ‘의사소통의 내용(영향전략)’과 ‘관계의 질’을 고려하여 그 영향력을 실증하였다. 그러나 갈등에 대한 공정성의 영향력을 실증한 연구들을 찾아보기 힘들다. 이에 본 연구는 프랜차이즈 가맹본사와 가맹점간 갈등을 해소하기 위한 공정성 차원과 호의의 역할을 실증하였다. 본 연구의 가설들을 검증하기 위해, 109개의 국내 외식 프랜차이즈 가맹본사들과 거래하고 있는 210곳의 가맹점으로부터 표본을 수집하였다. 109개 프랜차이즈 시스템 각각의 가맹점 수에 따라 표본을 추출하는 할당표본추출법에 의해 조사 대상을 선발하여 설문조사를 하였다. 공분산기반 구조방정식 모형분석을 통해 가설을 검증한 결과, 갈등을 감소시키는 상호주의적 호의의 영향력이 나타났다. 그리고 상호주의적 호의를 증가시키는 절차적 공정성의 영향력은 나타났으나 분배적 공정성의 영향력은 나타나지 않았다. 마지막으로, 본 연구의 이론적 의의와 실무적 공헌점이 논의되었으며, 연구의 한계와 향후 연구방향이 제시되었다.

다국어 초록 (Multilingual Abstract)

In the franchise system in Korea, conflicts occur frequently due to dissonance between a franchisor and a franchisee. Such conflicts can also arise from misuse of the content of communication (influence strategy), which is the linguistic aspect of the franchisor, and unfair behavior, which is a behavioral aspect of the franchisor. In the field of distribution channel research, existing studies have demonstrated their influence by considering ‘content of communication (influence strategy)’ and ‘relationship quality’ as antecedent factors of conflict. However, it is difficult to find studies demonstrating the effect of fairness on conflict. This study demonstrated the role of fairness and benevolence in resolving conflicts between franchisor and franchisee. To test the hypotheses of this study, samples were collected from 210 Korean franchisees transacting with 109 food franchisors. The survey subjects were selected and surveyed by quota sampling, which extracts samples according to the number of franchisees in each of the food franchisors. As a result of testing the hypotheses through covariance-based structural equation modeling(CB-SEM), the influence of mutualistic benevolence to reduce conflict was revealed. And the influence of procedural fairness to increase mutualistic benevolence was shown, but the influence of distributive fairness did not appear. Finally, the theoretical significance and practical contribution of this study were discussed, and the research limitations and future research directions were presented.

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