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

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)
Publication Information
Journal of the East Asian Society of Dietary Life / v.21, no.2, 2011 , pp. 284-297 More about this Journal
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
Influence strategy; boundary spanning behavior; relationship satisfaction; franchisor; franchisee;
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