A Study on a Solution For Growth of Beauty Salon Franchise - around an influence of a conflict upon a solidarity -

  • Published : 2003.12.01

Abstract

A purpose of this study is to measure degree of solidarity and conflict of the beauty salon franchisees according to an influence strategy of franchiser and grasp characteristics revealed from managing a franchise system. This will also contribute to improving results of franchise systems and considering a direction for development. This study examined existing studies relevant with conflict and solidarity and analysed relativity between relevant variables and grasped the flow of studies and then set hypotheses in order to present a device for decreasing conflict within a franchise system of beauty shops and for increasing a solidarity and subsequently analysed samples and tested data. The data for this study are researched by sending questionnaires to beauty salons which participated in one of franchise systems and they are analyzed by various methods in a statistics. After studying some relevant theories, this study used the definition of the franchise system in beauty salons as an entity of a political-economy paradigm. A franchiser desires to influence member shops with an influence-strategy. Therefore member shops which perceived it go through a conflict and then such a process is revealed as making significant influence on solidarity. Beauty salon franchise exists by reciprocal confidence and transaction. If an opportunism gain in influence owing to an conflict intensification, there would be no steady formation of relationship. Therefore the head office should develop a member-shop-management-system by more scientific and more technical methods and prevent, in advance, member stores from seeking for negative opportunism.

Keywords

References

  1. Reve, Torger & Louis W. Stem (1979). Interorganizational relations in marketing channels. Academy of Management Review, 4, pp. 405-416
  2. Dwyer, F. Robert, Pual H. Schurr & Sejo Oh (1987). Developing buyer-seller relationship. Journal of Marketing Research, 51(April), pp. 11-27
  3. Kasulis, Jack and Robert Speckman (1980). A Framework for the use of power. European Journal of Marketing, 14(4), pp. 180-191
  4. Sang Hyeon Kim (1996). A study on conceptualization of effective cooperative relationship of franchiser and franchisee in business format franchise system. A Journal of distribution Research, 2(1), pp. 87-113
  5. Palamountain, Joseph C. Jr. (1969). The politics of distribution. cambridge, Mass; Harvard University Press, also Vertical Conflict in Louis Stern(ed.), pp. 133-139
  6. Becker, Howard S. (1960). Notes on the concept of commitment. American Journal of Sociology, 66(July), pp. 32-40 https://doi.org/10.1086/222820
  7. Kiesler, Charls A. (1971). The psychology of commitment; Experiments linking behavior to belief. New York, NY: Van Nostrand Reinhold
  8. Dwyer, F. Robert & Sejo Oh (1987). Output sector munificence effects on the internal political economy of marketing channels. Journal of Marketing Research, 22(November), pp. 397-414
  9. Schurr, Paul H., & Julie L. Ozanne (1985). Influences on exchange processes: Buyers preconceptions of a sellers trustworthiness and bargaining toughness. Journal of Consumer Research, 11(March), pp. 936-953
  10. Anderson, Erin & Barton Weitz (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(February), pp18-34
  11. Barney, Jay B., & William G. Ouchi (1986). Organizational economics. San Francisco: Jossey-Bass
  12. Stem, L. W., A.I. El-Ansary & J.R. Brown (1989). Management in marketing channel. Englewood Cliffs, New Jersey: Prentice-Hall
  13. Dwyer, F. Robert, Pual H. Schurr & Sejo Oh (1987). Developing buyer-seller relationship. Journal of Marketing Research, 51(April), pp. 11-27