A Study on the Relationship between Justice Perception of Franchise and Trust, Switching Barriers of the Franchisee in the Barriers and Beauty Parlors Business

이.미용업에서의 프랜차이즈 공정성 지각이 신뢰와 전환장벽에 미치는 영향

The start point of a franchise system such as Lotteria was in 1979. Since 1990, the franchise systems in Korea have rapidly spread over all industry types. As 'Franchise Law' was enforced in 2002, the expansion of a franchise picked up its' speed. The barbers and beauty parlors business has the same expansion trend. However, there was no study about the franchise systems in the barbers and beauty parlors business. The purpose of this study was to find the goodness of fit of the structured equation model proposed and identify the significances of relationships in the variables of justice perceptions, trust, satisfactions, business performances, switching barriers, switching cost etc. This study tries to find a solution for a good development between franchisor and franchisee in the barbers and beauty parlors business in Korea. The theoretical considerations about justice of this study is limited in reciprocal relation justice and procedure justice. And it did make simplify for trust, satisfaction, business performance, switching barrier. And switching barrier did measure as dimension of switching coot. From October 26, 2005 to October 29, this study collected 250 survey questionnaires from the franchisees located in Seoul, Busan, Daegu, Ulsan, and Keoyng-Nam. In analyses of using SPSS Windows 11.0 and LISREL 8.14, this study used 208 cases because 48 cases did not response appropriately. Tn conclusions. reciprocal justice perception and procedure justice jointly determined trust. Secondly, reciprocal justice perception significantly determined satisfaction. Procedure justice perception negatively determined satisfaction, but this relationship was not significant. Thirdly, reciprocal justice perception positively influenced business performance, and procedure justice negatively influenced business performance, but the last relationship was not significant Fourthly, trust positively significantly influenced satisfaction and business performance. Fifthly, satisfaction positively influenced business performance and true determined switching barrier positively. This study shows following: firstly, a composition concept did make structural relationship and secondly, a reciprocal relation justice of a franchisor did appear as an important variable and it gives positive influence to trust, satisfactions, business performance, switching barriers of the franchisees.