• The International Journal of Costume Culture
• /
• 제3권1호
• /
• pp.41-52
• /
• 2000

The Purposes of this study ar (1) to identify types and levels of channel conflicts between an apparel manufacturer and a franchised agency, (2) to investigate the effect of economic dependence on conflicts, and (3) to examine the effect of conflicts on satisfaction in a franchised agency's perspective in distributive channel of Korean apparel industry. For this study, questionnaires were administered to the owner or manager of 300 franchised agencies. Employing a sample of 209, data were analyzed by using means, factor analysis, pearson correlation and multi-regression analysis. Major findings are as follows: 1) Types of conflicts between apparel manufacturers and franchised agencies are identified as goal divergence, difference in perception, ineffective communication and lack of role clarity. The highest level of conflicts are lack of role clarity, followed by goal divergence, difference in perception and ineffective communication. 2) Economic dependence leads to channel conflicts in part. Greater levels of economic dependence foster greater conflicts such as lack of role clarity and lower conflicts such as ineffective communication. 3) With respect to effect of conflict on satisfaction, the greater the levels of conflict, the lower the degree of satisfaction with ole performance and with business decision and overall satisfaction.

• 한국IT서비스학회지
• /
• 제9권4호
• /
• pp.1-18
• /
• 2010

Plural governance system in which firms use vertical integration and market governance simultaneously are widely used across various marketing context. Typical examples of plural governance include franchise systems, in which firms own and operate some unit themselves while licensing the operation of some of their units to franchisees. Despite many scholars have attempted to explore the structure of plural governance over decades, there are few insights into its determinants. In this study, we examine the relationship between the proportion of outlets franchised and several franchisor's characteristics based on the perspectives of transaction cost analysis, resource scarcy theory and agency theory. Using franchisor data in Korean Franchise Disclosure Document over the 2006-2009 period, we test the effect of franchisor size, system growth rate, franchise fee, initial investment, and risk sharing on the proportion of outlets franchised. Except for the effect of system growth rate, the results of a series of multiple regression analysis supported the negative effects of franchisor size, franchise fee, initial investment and risk sharing on the proportion of outlets franchised.

• 융합정보논문지
• /
• 제7권6호
• /
• pp.259-265
• /
• 2017

본 연구는 그동안 가맹본부 중심의 연구추세에서 벗어나 실질적으로 가맹사업을 운영하고 있는 가맹점주의 신뢰 및 경영성과를 이뤄낼 수 있는 전략을 수립하고자 기존의 연구들을 고찰하여 선행변수로 가맹본부의 프로모션 활동 요소인 구전 커뮤니케이션, 광고 & 퍼블리시티와 최근에 많이 활용되어지는 모집대행 아웃소싱, 플래그십 스토어 등을 추가하여 가맹점주의 신뢰 및 가맹점의 경영성과 간에 인과 관계를 검증하였다. 본 연구의 시사점은 건전한 가맹점의 유치를 위한 관권은 가맹점의 신뢰를 높이고 구전 마케팅 등을 통한 노력에 강력하게 투자, 관리하여 지속적인 가맹점의 유치 및 시장진출이 가능할 것이라는 결론을 도출할 수 있다. 본 연구를 통해 프랜차이즈 본사의 신규 가맹점 모집전략은 물론 지속적인 관계를 맺을 수 있는 경영전략 수립에 도움을 줄 수 있을 것으로 기대된다.