The Effect of Franchisor Supervisor’s Influence Strategy on Closeness, Relationship Quality, and Cooperation

This study is to examine the relationship between supervisor’s influence strategy, relationship quality, and cooperation in the context of Korea franchise. For these purpose, the authors collected the data from 496 franchisees. The data were analyzed using structural equation modeling with SPSS/PC 18.0 and AMOS 18.0. The findings can be summarized as follows: First, promise, recommendations and information exchanges of supervisor’s strategies have significant effects on closeness, trust and satisfaction. Second, threats, legalistic pleas, and requests of supervisor’s obligatory influence strategies have significant effects on trust and satisfaction. Third, supervisor’s closeness has a significant effect on trust, satisfaction, cooperation. Fourth, satisfaction has a significant effect on trust, but it does not have an effect on cooperation. Finally, trust has a significant effect on cooperation. At the end of this paper, limitations, further research directions, and implications are suggested.