Earticle

초록

영어

Purpose - This study aims to examine different impacts of franchisor’s leadership and franchisee’s marketing efforts on franchisee dissatisfaction and switching intentions, and to investigate how franchisee dissatisfaction plays a mediating role in the relationship between these constructs. This study attempted to fill the gap in the literature by treating the franchisee dissatisfaction as a mediator in the relationship between these constructs, identify how franchisor’s leadership and franchisee’s marketing efforts have effects on franchisee dissatisfaction, in turn, reduce switching intentions, and provide the managerial implications for building a long-term relationship to achieve mutual goals between franchisors and franchisees Research design, data, and methodology – In order to test the hypotheses, the data were collected from franchisees in Seoul and Gyeonggi Province. The franchisee owners were informed about the purpose of this study by the trained interviewers. The respondents received a letter introducing the purpose of this study and another letter that the owners wrote to encourage their active participation. Among the 300 questionnaires distributed, 260 (86.7%) questionnaires were returned. Of those collected questionnaires, 6 uncompleted responses were excluded, and 254 questionnaires with an effective response rate of 84.7% were coded and analyzed using frequency, confirmatory factor analysis, and correlations analysis, and structural equation modeling with SPSS 21.0 and SmartPLS 3.0. Results – The findings of the study are as follows. First, franchisor leadership had a negative effect on franchisee dissatisfaction, but franchisee marketing efforts did not have a significant effect on franchisee dissatisfaction. Second, franchisee dissatisfaction had a positive effect on switching intentions. Third, franchisor leadership had a negative effect on switching intentions, but franchisee marketing efforts did not have a significant effect on switching intentions. Conclusions – This study researched the franchisor’s leadership as a single factor of transformational leadership. Thus, it may have limits in measuring leadership. Future studies shall include emotional, loyal, and transactional leadership. In addition, the future studies shall also research the effect of franchisor’s leadership and franchisees’ marketing efforts on dissatisfaction and switching intentions. For example, the franchisor’s relationship-oriented efforts can be a crucial parameter that reduces dissatisfaction and switching intentions.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 가맹본부 리더십
  2.2. 가맹점 마케팅 노력
  2.3. 불만족
  2.4. 전환 의도
 3. 연구설계
  3.1. 연구모형
  3.2. 연구가설
  3.3. 변수의 정의 및 측정
  3.4. 표본설계 및 분석방법
 4. 실증분석
  4.1. 표본의 일반적 특성
  4.2. 측정 모형의 분석
  4.3. 상관관계 분석
  4.4. 연구가설의 검정
 5. 결론
 References

키워드

저자

• In-Su Han [ 한인수 | General Manager, Incheon Dongchoon-dong Branch, Kookmin Bank, Korea ] First Author
• Phil-Soo Lee [ 이필수 | Executive Director, Infranics Co., Seoul, Korea. ] Co-author
• Heung-Jin Park [ 박흥진 | General Manager, EPSON Corporation Korea. ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프랜차이즈경영연구 [Journal of Franchise Management]

• 간기

  연간

• pISSN

  2093-9582

• 수록기간

  2010~2017

• 십진분류

  KDC 325 DDC 658