프랜차이즈 조직에서 가맹점 성과에 영향을 주는 가맹본부 효과

Franchisor's Effect on Franchisee's Performance: A Multi-level Analysis

This study is a multi-level analysis of the effect that fanshisors have on the performance of franchisees. Data were collected from 85 franchisors and 307 franchisees. Hierarchical Linear Model analysis indicated that at the franchisee level organizational commitment was positively related to performance while at the franchieor level experience, entrepreneurial orientation and relational governance were positively related to the franchisee's performance. Moreover, the franchisor attributes proved tomoderate on the relationship between the franchisee attributes and performance. The results contribute to franchise literature by applying a mult-ilevel perspective and empirically demonstrating the effects of franchisors' on franchisee's performance.