Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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The Mediating Effects on Relationship Quality Between Support Services of Franchisor and Re-Contract Intention in Food Service Franchise

외식 프랜차이즈 가맹본부 지원서비스와 재계약 의도 간의 관계품질의 매개효과에 관한 연구

  • Received : 2019.02.24
  • Accepted : 2019.06.29
  • Published : 2019.06.30
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Abstract

This paper aims to investigate the moderating effects of relationship quality between support services of food service franchisor and performance(re-contract intention) in food service franchise. For analyzing the relationship of them, the support services of food service franchisor categorized with initial service and continuous service. Also, the factors of relationship quality(satisfaction, trust, commitment) classified into detailed subfactor by confirmatory factor analysis. As a result, we found some statistically significant effects between the support services of food service franchisor and factors of relationship quality, and they sequentially affects to re-contract intention. Also, it's analyzed that factors of relationship quality have a role as a moderating variables by research model. That is, as a presented with previous research, there is verified that relationship quality is caused by support services of food service franchisor. Also, relationship quality factors significantly affect to performance(re-contract intention). Some guidelines for practicing potential food service franchise as a result of this would include; first of all, it is important to support the potential food service franchise consulting approach for some competitive advantage; secondly, effective governmental support programs for food service franchise should be developed for positive impacts of according to these results.

본 연구는 외식 프랜차이즈 가맹본부의 지원서비스와 재계약 의도 간의 관계품질이 매개역할을 하는지와 이들 변수 간에 유의한 영향을 줄 수 있는지를 검증하였다. 이러한 연구를 위하여 가맹본부의 지원서비스를 개점 전 지원서비스와 개점 후 지원서비스로 구분하였으며, 관계품질을 만족, 신뢰, 몰입으로 세분화하고 재계약 의도를 성과변수로 이용하였다. 이들 간의 관계분석을 위하여 구조방정식모형을 이용하였다. 본 연구의 가설 검정 결과는 다음과 같이 요약될 수 있다. 첫째, 가설(HI)은 외식 프랜차이즈 가맹본부의 개점 전 지원서비스는 관계품질(신뢰, 몰입)에 정(+)의 영향을 미치는 것으로 나타났다. 즉, 외식 프랜차이즈 가맹본부의 개점 전 지원서비스가 강화될수록 더 나은 관계품질을 기대할 수 있다고 해석된다. 특히 개점 전 지원서비스가 개점 후 지원서비스에 비해서 큰 영향을 미치고 있는 것으로 분석되었다. 둘째, 가설(HII)은 관계품질(만족, 신뢰, 몰입)은 재계약 의도에 정(+)의 영향을 미치는 것으로 나타났다. 특히 가맹본부와 가맹점 간의 신뢰가 중요한 긍정적인 요인으로 작용하는 것으로 분석되었다. 셋째, 가설(HIII)은 가맹본부 지원서비스와 재계약 의도 간에 관계품질이 부분매개역할을 하는 것으로 나타났다. 즉, 가맹본부의 지원서비스가 재계약 의도에 직접적으로 미치는 영향은 통계적으로 유의하지 않았으며 관계품질의 매개변수 중에서 신뢰에 의한 정보교류 및 상호소통이 영향을 미치는 것으로 분석되어 가맹본부와 가맹점 간의 관계품질(신뢰, 몰입)의 중요성이 입증되었다. 본 연구 결과, 외식 프랜차이즈 가맹본부가 가맹점에 대한 관계품질을 어떻게 적극적으로 대처하는 정도에 따라 재계약 의도에 영향을 미치는 것으로 확인되었다. 이러한 연구결과에 대한 실천은 상호 소통을 통한 가맹본부의 적극적인 프로그램개발 및 개선을 통해서 이루어질 수 있으며, 정부의 프랜차이즈 환경 및 제도(정책)의 개선이 바람직한 방향으로 외식 프랜차이즈가 성장할 수 있을 것으로 판단된다.

Keywords

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