기업경영연구, Vol.25 no.1 (2018)
pp.25~51

가맹점, 직영점에서 매장후원인식과 매장 판매사원들의 도움행동 간의 차이 비교 연구

김학수

(충북대학교 경영학부 조교수)

박유식

(충북대학교 경영학부 교수)

본 연구는 대리인 이론의 절충가설과 이해일치가설을 토대로 프랜차이즈 지배구조인 가맹점, 직영점에 따라 매장후원인식과 매장 판매사원들의 도움행동 간의 관계가 다르게 나타날 것으로 보고, 이를 이론적으로 설명하고 실증 분석하는 데 그 목적을 두었다. 프랜차이즈 매장들을 대상으로 85명 매장 관리자들과 236명 매장 판매사원들의 자료를 분석해 본 결과, 가맹점에서는 매장후원인식이 매장 판매사원들의 도움행동에 U형태의 비선형적 영향을 주는 것으로 나타났다. 구체적으로 보면, 가맹점에서는 매장후원인식이 낮은 수준에서 중간 수준까지의 범위에서 매장 판매사원들의 도움행동을 감소시키는 것으로 나타난 반면, 매장후원인식이 중간 수준에서 높은 수준까지의 범위에서 매장 판매사원들의 도움행동을 증가시키는 것으로 나타났다. 한편, 직영점에서는 매장후원인식이 매장 판매사원들의 도움행동에 선형적으로 정적인 영향을 주는 것으로 나타났다. 이러한 분석결과가 함의하는 가맹점, 직영점에 대한 경영 관리적 시사점과 함께, 본 연구의 한계점이 토론되었다.

The Comparison of Franchisee and Company Owned Store Between the Relationship of Perceived Shop Support and Shop's Salespersons Helping Behavior

Kim, Hack-Soo

Park, Yoo-Sik

In this era of cut-throat competition, franchise channel of distribution is a source of competitive advantage, and securing core business model through franchise channel of distribution plays a pivotal role in ensuring the survival and growth of an service industry. Franchising is defined as the practice of the right to use a firm's business model and brand for a prescribed period of time. One of the most common problems between franchisee and the franchisor is a distrusting as principal-agent relationship. But, up until now, most studies have dealt with the effectiveness of material support of franchisor on franchisee effectiveness. According to these previous studies, material support of franchisor shows positive effects on franchisees' outcome variables such as satisfaction, behavior, and performance. Since psychological support of franchisor leads to franchisees' effectiveness, the impact of perceived shop support on shop's salespersons helping behavior need to be clarified. But, perceived shop support has rarely been discussed in marketing management. Compared with franchisee, in case of company owned store has a different relationship between perceived shop support and shop's salespersons helping behavior. This study has investigated the effects of perceived shop support especially on shop's salespersons helping behavior, a kind of out-role performance behavior, which has been rarely dealt in the domain of marketing management as an outcome variable. Based on the compromise hypothesis and alignment hypothesis of agency theory, we proposed and inquired into two research questions. First, Based on the compromise hypothesis of agency theory, this study examined a curvilinear effect of perceived shop support in case of franchisees on shop's salespersons helping behavior. Second, Based on the alignment hypothesis of agency theory, this study examined a linear positively effect of perceived shop support in case of company owned store on shop's salespersons helping behavior. This study conducted an empirical analysis of the comparison of franchisee and company owned store between the relationship of perceived shop support and shop's salespersons helping behavior using data collected from of 85 shop managers and 236 each ship's salespersons. As a result of a hierarchical regression analysis to confirm effects, it was found that, in case of franchisees, perceived shop support had a U-shape effect on shop's salespersons helping behavior. And, in case of company owned stores, perceived shop support had linearly positive effect on shop's salespersons helping behavior. Unlike previous literature that has relied primarily on agency theory, this study draws on comparing with franchise channel of distribution between franchisee and company owned store to show that perceived shop support can be an antecedent of shop's salespersons helping behavior. Furthermore, this study argues that perceived shop support may be more fully understood through the lenses of both franchise channel of distribution and agency theories. Based on the research findings, this research has the following theoretical and practical implications.

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