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korean management review - Vol. 47 , No. 3

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korean management review - Vol. 47, No. 3, pp. 703-724
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2018
Received 19 Mar 2018 Revised 13 May 2018 Accepted 03 Jun 2018
DOI: https://doi.org/10.17287/kmr.2018.47.3.703
The Effects of Franchisor Motivation on Franchisee Performance : The Moderating Effects of Supervisor Coaching Leadership
Si Yun An^* ; Sang Duck Kim^**
*Executive Director, IEDUL Co., Ltd., First Author

**Professor, Department of Business Administration, Corresponding Author

프랜차이즈 본부의 동기부여가 가맹점 성과에 미치는 영향: 슈퍼바이저 코칭리더십의 조절효과
안시연^* ; 김상덕^**

*(주저자) ㈜아이들 이사 (happyjobb@naver.com)

**(교신저자) 경남대학교 경영학부 교수 (sdkim@kyungnam.ac.kr)

Abstract

Although the franchising business has grown rapidly, It has not achieved qualitative growth due to a short operation of less than 5 years on average. So the quantitative and qualitative business growth should be achieved for the long-term and stable growth and its core factor is franchisee ongoing performance.

This study examines the effects of franchisor motivation on the franchisee performance. This study investigates the relationship between franchisor motivation and franchisee performance so that they can use motivation effectively. The study also investigates the moderating effects of the supervisor coaching leadership on the relationships.

For the purpose of empirical testing, a survey was conducted on the 183 franchisees that ran the business for 6 months or more.

The analysis utilizing structural equation model indicated that the franchisor intrinsic motivation had a positive effect on both the self-efficacy and affective organization commitment of the franchisee. The franchisor extrinsic motivation had a positive effect on the self-efficacy of the franchisee. The self-efficacy and affective organization commitment of the franchisee had a positive effect on the financial performance of the franchisee.

Coaching leadership had moderating effects on the relationship between intrinsic motivation and affective organization commitment as well as the relationship between self-efficacy and financial performance.

초록

최근 프랜차이즈 산업의 괄목할만한 양적 성장에 비해 질적 성장은 따라오지 못하고 있는 실정이다. 프랜차이즈의 성공을 위해서는 가맹점 성과가 필수적이며, 본부는 가맹점의 원활한 운영과 성과를 위해 슈퍼바이저 제도를 시행하고 있다.

본 연구는 프랜차이즈 본부의 동기부여가 가맹점의 성과인 가맹점의 자기효능감, 본부에 대한 정서적 조직몰입 그리고 가맹점의 재무적 성과에 미치는 영향을 규명하고 있다. 특히, 본부 슈퍼바이저의 코칭리더십이 각 관계에서 어떠한 영향을 미치는지에 대해서도 살펴보았다.

6개월 이상 프랜차이즈 가맹점을 직접 운영하고 있는 183명의 가맹점사업자를 대상으로 설문조사가 실시되었고 구조방정식 분석을 통해 가설이 검증되었다. 가설검증 결과, 프랜차이즈 본부의 내재적 동기부여는 가맹점의 자기효능감 및 본부에 대한 정서적 조직몰입에 긍정적인 영향을 미쳤고, 외재적 동기부여는 자기효능감에는 긍정적인 영향을 미쳤지만, 정서적 조직몰입에는 영향을 미치지 못하였다. 가맹점의 자기효능감과 본부에 대한 정서적 조직몰입은 가맹점의 재무적 성과에 긍정적인 영향을 미쳤다.

다음으로, 슈퍼바이저의 코칭리더십은 본부의 내재적 동기부여가 정서적 조직몰입에 미치는 영향관계와 자기효능감이 재무적 성과에 미치는 영향관계에서 코칭리더십이 발휘된 경우 더 큰 영향력이 나타났다.


Keywords: Franchise, Franchisee, Coaching Leadership, Intrinsic Motivation, Extrinsic Motivation, Self-Efficacy, Affective Organization Commitment, Financial Performance 키워드: 프랜차이즈, 가맹점사업자, 코칭리더십, 내재적 동기부여, 외재적 동기부여, 자기효능감, 정서적 조직몰입, 재무적 성과

Acknowledgments

본 논문의 완성도를 높이기 위해 건설적인 조언을 아끼지 않으신 두 분 심사자께 감사드립니다.

본 논문은 주저자인 안시연의 박사학위논문을 축약 및 수정보완하여 작성한 논문임.

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• 저자 안시연은 현재 ㈜아이들 이사로 재직 중이다. 경남대학교에서 경영학학사, 한국기술교육대학교 테크노인력개발전문대학원에서 인력개발학 석사, 경남대학교 대학원에서 경영학 박사를 취득하였다. 한국고용정보원, 국가보훈처, 서울대학교, 경남대학교 등에서 진로 및 취업관련 연구 및 컨설팅을 수행하였다. 주요연구분야는 코칭리더십, 서비스마케팅, 유통관리, 프랜차이즈 등이다.

• 저자 김상덕은 현재 경남대학교 경영학부 교수로 재직 중이다. 연세대학교 경영학과에서 학사, 석사, 박사학위를 취득하였고, 아모레퍼시픽, 삼성전자, 한국유통연구원 등에서 마케팅/유통분야의 실무, 컨설팅, 강의를 수행하였다. 주요 연구분야는 관계마케팅, 프랜차이즈, 공급사슬관리, B2B마케팅, 화장품산업, 전자산업 등이다.