Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
권호 표지

The Effects of Franchisor's Influence Strategies on Franchisee's Relationship Satisfaction and Boundary Spanning Behaviors in the Restaurant Industry

외식 프랜차이즈 본부의 영향 전략이 가맹점의 관계 만족과 영역 초월 행동에 미치는 영향

  • Yoo, Young-Jin (Dept. of Food Service Industry, Catholic University of Daegu) ;
  • Lee, Tae-Yong (Dept. of Food Service Industry, Catholic University of Daegu) ;
  • Ha, Dong-Hyun (Dept. of Hotel.Convention Management, Dongguk University)
  • 유영진 (대구가톨릭대학교 외식산업학) ;
  • 이태용 (대구가톨릭대학교 외식산업학) ;
  • 하동현 (동국대학교 호텔컨벤션경영)
  • Received : 2010.08.06
  • Accepted : 2011.04.12
  • Published : 2011.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to investigate whether a franchisor's influence strategies could affect a franchisee's relationship satisfaction, which in turn could affect their boundary spanning behaviors. The constructs of influence strategies included promise, recommendation, information exchange, request, threat, and legalistic plea. The boundary spanning behaviors were external representation, internal influence, and service delivery. The sample used for this research consisted of store owners or managers of franchisee restaurants in Korea. A total of 605 questionnaires were analyzed using SPSS/$PC^+$ and LISREL. Empirical research findings were that (1) promise, recommendation, and legalistic plea affected relationship satisfaction, and (2) relationship satisfaction influenced external representation, internal influence and service delivery. However, information exchange, request, and threat did not affect relationship satisfaction. Based on these findings, franchisors were recommended to provide motivations to franchisees if the former wants to receive help from the latter.

Keywords

References

  1. Achroll RS, Stern WS (1989) Environmental determinants of decision-making uncertainty in marketing channels. Journal of Marketing Research 25: 36-50.
  2. Babin BJ, Boles JS (1996) The effects of perceived co-worker involvement and supervisor support on service provider role stressor, performance and job satisfaction. Journal of Retailing 72: 201-214. https://doi.org/10.1016/S0022-4359(96)90014-7
  3. Bettencourt LA, Brown SW (2003) Role stressors and customer- oriented boundary spanning behaviors in service organizations. Journal of the Academy of Marketing Science 31: 394-408. https://doi.org/10.1177/0092070303255636
  4. Bettencourt LA, Brown SW, Mackenzie SB (2005) Customeroriented boundary spanning behaviors: Test of a social exchange model of antecedents. Journal of Retailing 81: 141-157. https://doi.org/10.1016/j.jretai.2005.03.004
  5. Bettencourt LA, Gwinner KP, Meuter ML (2001) A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors. Journal of Applied Psychology 86: 29-41. https://doi.org/10.1037/0021-9010.86.1.29
  6. Boyle B, Dwyer FR, Robicheaux RA, Simpson JT (1992) Influence strategies in marketing channels: Measures and use in different relationship structures. Journal of Marketing Research 29: 462-473. https://doi.org/10.2307/3172712
  7. Brief AP, Motowidlo SJ (1986) Prosocial organizational behaviors. Academy of Management Review 11: 710-725.
  8. Cho SB (1996) Structural equation model. Youngji Books, Korea. pp 51.
  9. Crosby LA, Evans KR, Cowles D (1990) Relationship quality in service selling: An interpersonal influence perspective. Journal of Marketing 54: 68-81. https://doi.org/10.2307/1251817
  10. Dwyer FR, Oh SJ (1987) Output sector munificence effects on the internal political economy of marketing channels. Journal of Marketing Research 22: 397-414.
  11. Dwyer FR, Schurr PH, Oh SJ (1987) Developing buyer-seller relationship. Journal of Marketing 51: 11-27. https://doi.org/10.2307/1251126
  12. Frazier GL, Summers JO (1984) Interfirm influence strategies & their application within distribution channels. Journal of Marketing 48: 43-55. https://doi.org/10.2307/1251328
  13. Ganesan S (1994) Determinants of long-term orientation in buyer-seller relationship. Journal of Marketing 58: 1-19.
  14. Gaski JF (1984) The theory of power and conflict in channels of distribution. Journal of Marketing 48: 9-29.
  15. Gaski JF, Nevin R (1985) The differential effects of exercised & unexercised power sources in a marketing channel. Journal of Marketing Research 22: 130-142. https://doi.org/10.2307/3151359
  16. Gundlach GT, Cadotte ER (1994) Exchange interdependence and interfirm interaction: Research in a simulated channel setting. Journal of Marketing Research 31: 516-532. https://doi.org/10.2307/3151880
  17. Hunt SD, Nevin JR (1974) Power in a channel of distribution: Sources and consequences. Journal of Marketing Research 11: 186-193. https://doi.org/10.2307/3150557
  18. Kale HS (1986) Dealer perceptions of manufacturer power and influence strategy in a developing country. Journal of Marketing Research 25: 387-402.
  19. Kidwell RE, Nygaard A, Silkoset R (2007) Antecedents and effects of free riding in the franchisor-franchisee relationship. Journal of Business Venturing 22: 522-544. https://doi.org/10.1016/j.jbusvent.2006.06.002
  20. Kim HB, Lee SG (2002) The relationship between influence strategies and conflict in fast food franchise system. Journal of Tourism Sciences 25: 67-86.
  21. Kim SD, Oh SJ (2007) The effects of franchisor's management strategies on franchisee's boundary spanning behaviors. Korean Journal of Marketing 22: 113-133.
  22. Ko JY, Lee SG (2004) Effects of power upon satisfaction in the franchise system. Journal of Foodservice Management 7: 27-42.
  23. Laurie C (2000) Partners for the millennium. Franchising World 32: 12-20.
  24. Leifer RP, Huber GP (1976) Perceived environmental uncertainty, organization structure and boundary spanning behavior. Academy of Management Proceedings. pp 233-238.
  25. Lusch RF (1976) Sources of power: Their impact on intrachannel conflict. Journal of Marketing Research 13: 382-390. https://doi.org/10.2307/3151021
  26. Mohr J, Nevin JR (1990) Communication strategies in marketing channels: A theoretical perspective. Journal of Marketing 50: 36-51.
  27. Morgan RM, Hunt SD (1994) The commitment trust theory of relationship marketing. Journal of Marketing 58: 20-38.
  28. Mubleman J (1996) The franchise relationship channel. Franchising World 28: 20-24.
  29. Organ DW (1988) Organizational citizenship behavior: The good soldier syndrome. Lexinton Books, USA. pp 78-92.
  30. Parsa HG (1996) Franchisor-franchisee relationships in quickservice restaurant system. Cornell Hotel and Restaurant Administration Quarterly 27: 42-49.
  31. Ping RA Jr (1993) The effects of satisfaction and structural constraints on retailer exciting, voice, loyalty, opportunism, and neglect. Journal of Retailing 69: 320-352. https://doi.org/10.1016/0022-4359(93)90010-G
  32. Poddar A, Donthu N, Wei Y (2009) Web site customer orientations, web site quality, and purchase intentions: The role of web site personality. Journal of Business Research 62: 441-450. https://doi.org/10.1016/j.jbusres.2008.01.036
  33. Reynolds KE, Beatty SE (1999) Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing 75: 11-32. https://doi.org/10.1016/S0022-4359(99)80002-5
  34. Schul PL, Babakus E (1988) An examination of the interfirm power-conflict relationship: The intervening role of the channel decision structure. Journal of Retailing 64: 363-405.
  35. Stern LW, El-Ansary AI, Brown JR (1989) Management in marketing channel. Prentice-Hall, USA. pp 45-54.
  36. Stern LW, Heskett JL (1969) Conflict management in interorganization relations: A conceptual framework. in distribution channels: Behavioral dimensions, Louis Stern, ed. Houghton- Mifflin Company, USA. pp 123-143.
  37. Thomas DC (1991) Boundary spanning behavior of expatriates: A model of internal exchange in the multinational corp oration. Academy of Management Proceedings. pp 110-114.
  38. Venkatesh R, Kohli AK, Zaltman G (1995) Influence strategies in buying centers. Journal of Marketing 59: 71-82.
  39. Wilkinson IF (1979) Power and satisfaction in channel of distribution. Journal of Retailing 55: 79-94.