외식업 프랜차이즈 관계의 목표 갈등과 해결전략, 계약해지의도의 관계에서 가맹점 성과의 조절효과

The Relationships of Goal Conflicts, Strategis of Conflict Resolution and Contract Termination Intentions in Foodservice Franchise Organizations: Moderating Effects of Franchisee's Performance

This study investigated the relationship between goal conflicts, strategies of conflict resolution, and contract termination intentions, in foodservice franchises. Specifically, this study explores how goal conflicts and strategies of conflict resolution are related to a contract’s termination intentions across different levels of a franchisee's performance. The data from 413 foodservice franchisees are analyzed using a multi-group structural equation modeling. The results reveal that the effects of goal conflict on competition and avoidance vary depending upon high/low levels of franchisee's performance while the effects of goal conflict on cooperation are invariant across levels of a franchisee's performance. In addition, the effects of cooperation, competition and avoidance on contract termination intention vary depending upon high/low levels of performance. Implications of the results, and limitations of the study, are discussed.