International Commerce and Information Review (통상정보연구)

Korea Association for International Commerce and Information (한국통상정보학회)
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A study on the relational outcomes in franchise alliance: based on symmetric and asymmetric relationship in education service industry

프랜차이즈 제휴의 관계성과에 관한 연구: 교육서비스산업의 대칭적·비대칭적 관계를 중심으로

  • Lee, Jiwon (Department of International Business and Trade, Kyunghee University) ;
  • Kang, Inwon (Department of International Business and Trade, Kyunghee University)
  • Received : 2016.11.19
  • Accepted : 2016.12.17
  • Published : 2016.12.31
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Abstract

This study investigates the relative effect of symmetric and asymmetric relationship between franchiser and franchisee on the relational outcome of franchise alliance in education industry. To verify the research model, 240 samples, which is related with eduction service, were collected, among which 200 were used for the analysis. The outcome suggests that the asymmetric relationship in an alliance negatively influenced the relational quality, among which asymmetric alliance-specific investments had the most significant effect. On the other hand, the relational quality was positively influenced when the alliance relationship was symmetric, especially when the interactional fairness was high. Furthermore, compared to foreign franchise, local franchise presented higher level of role and responsibility imbalance, along with higher likihood of franchisees' opportunistic behaviors.

본 연구는 교육서비스 프랜차이즈 제휴 운영에 있어 효과적인 자원배분을 위한 전략적 대안을 제시하고자 프랜차이즈 본사와 가맹원간 관계특성이 관계품질과 제휴의 관계적 성과에 미치는 프로세스를 제안하였다. 모델의 검증을 위해 교육업에 종사하는 가맹원을 대상으로 설문조사를 실시하였으며, 수거된 설문지 중 200개의 설문지를 분석에 사용하였다. 분석결과, 대칭적관계보다는 비대칭적관계에 의해 관계품질의 수준이 더욱 영향을 받는 것으로 나타났다. 특히 교육서비스의 경우 프랜차이즈 본사와 가맹점간 거래특유투자의 불균형이 관계품질을 저하하는데 가장 큰 영향력을 미치는 것으로 나타났다. 또한 외국계 프랜차이즈와 비교하였을 때 국내 로컬 프랜차이즈는 외국계 프랜차이즈보다 역할과 책임의 불균형이 크고, 가맹점들이 기회주의행동을 할 가능성이 높은 것으로 나타났다.

Keywords

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