가맹점주의 개성이 가맹본부와의 관계 품질에 미치는 영향 = Influence of Personality on Perceived Relationship Quality Within a Franchisor-Franchisee System

다국어 초록 (Multilingual Abstract)

The first attempt is to examine the theoretical and empirical tests between franchisee personality traits and franchisor-franchisee relationship quality.
A self-report survey was used in this research to collect data from a sample of 230 franchisees drawn across several well-known franchise systems. Personality was represented by the Big Five personality traits and relationship quality was conceptualized as a second-order construct such as commitment, trust and relationship satisfaction. AMOS was used to test the hypothesized relationships.
Three of the five personality dimensions had the predicted effect of the first outcome variable of commitment in relationship quality. Dimensions of “extraversion” and “agreeableness” had a positive effect on realtionship quality, while “imagination” had a negative effect on the dependent variable of commitment. Implications of these results are discussed.
Although personality is a valid predictor of work-related behavior, future research should investigate the contextual network relations of commitment and trust in Korean franchisor-franchisee relationships. And more other individual-level influences should be investigated in our franchising systems.

국문 초록 (Abstract)

국내 프랜차이즈사업은 코로나 사태를 거치면서도 계속 성장하고 있으나, 가맹본부와 가맹점 간 분쟁조정 건도 증가하고 있다. 프랜차이즈의 안정된 지속적 성장을 위해서는 분쟁을 최소화하면서 상생하는 노력이 필요하다. 가맹본부 측에서는 가맹점주들과의 관계를 원활하게 유지 관리하여 상생하는 경쟁력 갖춘 브랜드가 되도록 노력해야 한다. 그러기 위해서는 서로 간의 계약 시점에서 가맹본부 측의 예비가맹점주 선발은 대단히 중요하다. 왜냐하면 가맹점주의 개성에 따라 상호 간의 관계 품질이 달라지 수 있기 때문이다. 이런 B2B 관점에서 가맹본부 측에서 예비가맹주를 선정할 때에 도움될 수 있는 점주의 개성 특성을 실증연구를 통해 제시하고자 하였다.
실증분석을 위한 자료수집은 현재 가맹점을 운영하고 있는 서울 수도권 가맹점주를 설문 대상으로 하였으며 설문지 총 310부를 방문 인터뷰 형식으로 배부하여 283부를 회수하여 부적절한 53부를 제외한 후 최종 유효 표본은 230부가 분석에 사용되었다.
가맹본부와 가맹점주간의 관계 품질을 신뢰, 몰입, 만족의 세 가지 요인으로 구성하였으며, 가맹점주의 개성은 외향성, 우호성, 성실성, 정서적 안정성, 창의성 등 다섯 가지 세부 특징으로 구성하였다. 연구 모형에서 점주의 개성에 따라 몰입, 신뢰, 만족도로 구성되는 관계품질에 대한 영향을 분석하였다. 총 7개의 가설 중에 2개는 기각되고 5개만 채택되었다.
본 연구의 의의는 가맹본부 측이 예비가맹점주를 평가 선정하는데 있어 점주의 개별적 특징인 개성이 갖는 영향력과 본부와 가맹점 간의 관계 품질 구성요소에 대해 실증적으로 이루어졌다는 점이다.

참고문헌 (Reference)

1 공정거래위원회, "가맹희망플러스"

2 공정거래위원회, "가맹사업거래가맹사업 통계정보"

3 Hogan, R., "What We Know About Leadership : Effectiveness and Personality" 49 (49): 493-, 1994

4 Antonioni, D., "Two Strategies for Responding to Stressors : Managing Conflict and Clarifying Work Expectations" 11 (11): 287-295, 1996

5 Dirks, K. T., "Trust in Leadership : Meta-Analytic Findings and Implications for Research and Practice" 87 (87): 611-, 2002

6 Norman, W. T., "Toward an Adequate Taxonomy of Personality Attributes : Replicated Factor Structure in Peer Nomination Personality Ratings" 66 (66): 574-, 1963

7 Kumar, N., "The nature and consequences of marketing channel intermediary commitment" Marketing Science Institute Cambridge Massachusetts 1994

8 Anderson, E., "The Use of Pledges to Build and Sustain Commitment in Distribution Channels" 29 (29): 18-34, 1992

9 Roberts, B. W., "The Structure of Conscientiousness : An Empirical Investigation Based on Seven Major Personality Questionnaires" 58 (58): 103-139, 2005

10 Locke, E. A., "The Prime Movers: Traits of the Great Wealth Creators" Amacom 2000

11 Doney, P. M., "The Examination of the Nature of Trust in Buyer-Seller Relationships" 61 (61): 35-52, 1997

12 Chiou, J. S., "The Effect of Franchisors’ Communication, Service Assistance, and Competitive Advantage on Franchisees’ Intentions to Remain in the Franchise System" 42 (42): 19-36, 2004

13 Garbarino, E., "The Different Roles of Satisfaction, Trust, Commitment in Customer Relationship" 63 (63): 70-87, 1999

14 Goldberg, L. R., "The Development of Markers for the Big-Five Factor Structure" 4 (4): 26-, 1992

15 Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

16 Dant, R. P., "The Challenge of Autonomy and Dependence in Franchised Channels of Distribution" 14 (14): 35-67, 1999

17 Ciavarella, M. A., "The Big Five and Venture Survival : Is there a Linkage?" 19 (19): 465-483, 2004

18 Judge, T. A., "The Big Five Personality Traits, General Mental Ability, and Career Success Across the Life span" 52 (52): 621-652, 1999

19 Barrick, M. R., "The Big Five Personality Dimensions and Job Performance : a Meta Analysis" 44 (44): 1-26, 1991

20 Zhao, H., "The Big Five Personality Dimensions and Entrepreneurial Status : A Meta-Analytical Review" 91 (91): 259-, 2006

21 Tellefsen, T., "The Antecedents and Consequences of Organizational and Personal Commitment in Business Service Relationships" 34 (34): 23-37, 2005

22 Larson, C. E., "Teamwork: What Must Go Right/what an go Wrong (Vol. 10)" Sage 1989

23 Blau, P. M., "Social exchange theory"

24 Moorman, C., "Relationships Between Providers and Users of Market Research : the Dynamics of Trust Within and Between Organizations" 29 (29): 314-328, 1992

25 Crosby, L. A., "Relationship Quality in Services Selling : an Interpersonal Influence Perspective" 54 (54): 68-81, 1990

26 Nunnally, J. C., "Psychometric theory 3E" Tata McGraw-Hill Education 1994

27 Salgado, J. F., "Predicting Job Performance Using FFM and Non-FFM Personality Measures" 76 (76): 323-346, 2003

28 Ozer, D. J., "Personality and the Prediction of Consequential Outcomes" 57 : 401-421, 2006

29 Cattell, R. B., "Personality and motivation structure and measurement" 1957

30 Hooker, K., "Personality and Coping Among Caregivers of Spouses With Dementia" 34 (34): 386-392, 1994

31 Digman, J. M., "Personality Structure : Emergence of the Five-Factor Model" 41 (41): 417-440, 1990

32 Mount, M. K., "Personality Predictors of Performance in Jobs Involving Interaction with Others" 11 (11): 145-166, 1998

33 Vickers Jr, R. R., "Personality Correlates of Coping with Military Basic Training" NAVAL HEALTH RESEARCH CENTER SAN DIEGO CA 1989

34 Bromiley, P., "Organizations with Trust : A Theoretical Perspective" 5 : 1995

35 Costa, P. T., "Normal Personality Assessment in Clinical Practice : The NEO Personality Inventory" 4 (4): 5-, 1992

36 Endler, N. S., "Multidimensional Assessment of Coping : A Critical Evaluation" 58 (58): 844-, 1990

37 Hackman, J. R., "Motivation Through the Design of Work : Test of a Theory" 16 (16): 250-279, 1976

38 Bradach, J., "Markets Versus Hierarchies From Ideal Types to Plural Type’s in Scott, R" 15 : 97-118, 1989

39 De Wulf, K., "Investments in Consumer Relationships : a Cross-Country and Cross-Industry Exploration" 65 (65): 33-50, 2001

40 Schurr, P. H., "Influences on Exchange Processes : Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness" 11 (11): 939-953, 1985

41 Dant, R. P., "Influence of Personality Traits on Perceived Relationship Quality Within a Franchisee-Franchisor Context" 47 (47): 279-302, 2013

42 Morrison, K. A., "How Franchise Job Satisfaction and Personality Affects Performance, Organizational Commitment, Franchisor Relations, and Intention to Remain" 35 (35): 39-, 1997

43 John, O. P., "Handbook of personality: Theory and research" 1990

44 Reohr, J. R., "Friendship: An Exploration of Structure and Process" Garland Pub 1991

45 Curran, J., "Franchising in the Modern Economy-Towards a Theoretical Understanding" 2 (2): 8-26, 1983

46 Weaven, S., "Franchisee Personality: An Examination in the Context of Franchise Unit Density and Service Classification" 43 (43): 90-109, 2009

47 Palmatier, R. W., "Factors Influencing the Effectiveness of Relationship Marketing : a Meta-Analysis" 70 (70): 136-153, 2006

48 Costa Jr, P. T., "Domains and Facets : Hierarchical Personality Assessment Using the Revised NEO Personality Inventory" 64 (64): 21-50, 1995

49 Dwyer, F. R., "Developing Buyer-Seller Relationships" 51 (51): 11-27, 1987

50 Hough, L. M., "Criterion-Related Validities of Personality Constructs and the Effect of Response Distortion on those Validities" 75 (75): 581-, 1990

51 David, J. P., "Coping Efforts in Daily Life: Role of Big Five Traits and Problem Appraisals" 67 (67): 265-294, 1999

52 Price, L. L., "Commercial Friendships : Service Provider–Client Relationships in Context" 63 (63): 38-56, 1999

53 Bauer, H. H., "Building Customer Relations Over the Internet" 31 (31): 155-163, 2002

54 Stern, E. A., "Brown" 1988

55 Dant, R. P., "An Investigation of the Relationships Between Issue-Specific Channel Conflict and Cooperation and Overall Channel Conflict and Cooperation" Virginia Polytechnic Institute and State University 1985

56 Norton, S. W., "An Empirical look at Franchising as an Organizational Form" 61 (61): 197-, 1988

57 Goldberg, L. R., "An Alternative Description of Personality : the Big-Five Factor Structure" 59 (59): 1216-, 1990

58 Anderson, J. C., "A Model of Distributor Frim and Manufacturer Firm Working Partnership" 54 : 42-58, 1990

59 Oliver, R. L., "A Behavioral Perspectives on the Consumer" Mcgraw-Hill Co 1997