프랜차이즈 선택속성이 재계약 의사결정에 미치는 요인에 관한 실증연구

Abstract

국내 프랜차이즈 산업은 고용창출이나 산업 파급효과 등을 고려할 때 국내 경제의 중요한 한 축을 담당하고 있는 산업이다. 그러나 현재 한국의 프랜차이즈 사업은 관련법의 강화와 창업시장 침체, 가맹점의 경쟁력 약화로 인하여 가맹점 모집에 있어서 매우 어려운 실정이다. 따라서 가맹본부들은 가맹점개설수익 중심에서 가맹점관리수익 중심의 경영전략과 수익구조로 전환이 필요한 시점이다. 본 연구는 기존의 프랜차이즈 사업에 대한 연구 모형을 고찰하고 분석한 선행연구를 통하여 프랜차이즈의 입장에서 재계약의도에 대한 연구모형을 수립하였다. 우선 프랜차이즈 계약 체결시 선택속성이 가맹점만족과 직결된 세 가지 요인 즉, 기업환경 요인, 마케팅믹스 요인, 관계요인에 얼마나 영향을 미치는 지를 규명하고 이러한 만족이 신뢰 및 몰입에 순차적으로 영향을 주며 궁극적으로는 재계약의도에 이르기까지 구체적인 영향 관계를 제시하는데 주력하였다. 선택속성과 재계약의도 간 중간 과정을 연결하는 다양한 매개변수들을 설정함으로써 선택속성에서 재계약의도에 이르는 과정의 인과관계를 보다 명확하게 제시하였다. 이러한 연구 결과를 토대로, 프랜차이즈 가맹본부의 신규 가맹점 모집은 물론 가맹점과 지속적인 장기 지향성 관계를 맺을 수 있는 경영전략 수립에 일정한 도움을 줄 수 있을 것으로 기대된다. 또한 가맹점 관리 개선에 도움을 주는 연구결과를 제시함으로써 신규 가맹점 모집에만 전력을 기울이는 프랜차이즈 가맹본부의 경쟁력을 제고하는 방안을 제시하고자 한다.

Korean Franchise business is a promising business which is growing over 10% every year as well as a rising core business that big companies take remarkably part in this area. Also, in consideration of job creation and industry - spillover effect, it is the industry that plays very important role in domestic economy. However, due to less competiveness of franchisee, it is very difficult situation to collect the franchisee. Therefore, franchisors are the time that is transferred to the business strategy of the centre of a franchisee- management profit and its profit structure. This study sets up the research model regarding recontract intention in franchisee point of view, based on the preceding research that analyzes and examines the research models on an existing franchise business. To differentiate an exiting research, this study focuses on setting the integrated model. First of all, it is cleared that how much choice attribute in a contract deal affect three factors directly connecting to franchisee satisfaction, that is relative factor, marketing mix factor and business environmental factor. Besides, these satisfactions affect truth and commitment sequentially and eventually concentrate on presenting the specific impact relations to recontract intention. As setting up a variety of parameters linking to halfway between the choice attribute and recontract intention, this study has supposed more clearly a causal relationship to recontract intention from choice attribute. The hypothesis has shown that most of factors were proved with positive (+) consequences. But, the recognition among the choice attribute of a franchisor hasn’t influenced on relative factor, marketing mix factor and business environmental factor. The standardization among the choice attribute of a franchisor doesn’t have an effect on relative factor. Marketing mix factor doesn’t have an effect on commitment as well. Implications for the management strategy of a franchisor are as follows; Firstly, the most impact thing to satisfy franchisee is the franchisee management service of a franchisor. Secondly, the factor to have the most influence on the commitment among three strategic factors linked to franchisee satisfaction is the relative factor. Thirdly, the truth had powerful impact on the recontract intention. In drawing the above implications, this study is expected to help the new franchisee collection of a franchisor as well as set up a management strategy which can keep long term relations with franchisor. Also, it is judged to act on ideological background for correcting the wrong culture of the franchisor business circles which are focused on just collection of franchisee by proposing research results to help the improvement program of franchisee management. Nevertheless, this study has a limitation of sample representativeness and region. Therefore, hereafter we are expected to implement wide ranging studies to draw a variety of policy programs for raising the competitiveness of a franchisor as well as a study proceeding with the representativeness in a region and types of business solved the above research limitations.