가맹본부의 리더십 유형과 가맹사업자의 매출과의 관계에 관한 실증적 연구

An Empirical Study in Relationship between Franchisor's leadership style and Franchisee's revenue - Mediating Effect of Commitment and Moderating Effect of Motivation -

This study explores the relationships among franchisor's leadership style, franchisee's revenue, and commitment The main purpose of this study is when the causal relationship between leadership style and revenue to determine the mediating effect of commitment and when causal relationship between leadership style and commitment to determine the moderating effect of motivation. The results of the study show that franchisor's leadership styles are significantly related to franchisee's revenue. Although all leadership styles exhibit significant relationships with franchisee's revenue, only achievement oriented leadership style plays a significant role in the formation of franchisee's revenue. The level of franchisee's intrinsic motivation is significantly moderated between franchisor's supportive leadership style and commitment. It is also revealed that commitment exhibit complete or partial mediation effect in the relationships between franchisor's all leadership style and franchisee's revenue. Implications and future research directions are also discussed.