- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
프랜차이즈 가맹본부의 도구적 요인이 가맹점의 불만족 및 불평행동에 미치는 영향: 기대 수익성의 조절효과
Impact of Instrumental Factors on Dissatisfaction and Complaint Behaviors: Moderating Role of Expected Profitability
주미자 (Graduate School of Business, Sejong University)
이용기 (School of Business, Sejong University)
- 다운로드 수
- 조회수
Abstract
Purpose - Based on expectation-disconfirmation theory, this study attempted to fill the gap in the literature by treating the expected profitability as a moderator in the relationship between these constructs, identifying what instrumental factors have effects on dissatisfaction, in turn lead to exit intention, neglect, voice, and loyalty, and provide the managerial implications for building long-term relationship to enhance the partnership between franchisor and franchisee. Research design, data and methodology - In order to test the hypotheses, the authors developed several hypotheses. The data were collected from 254 franchisees in Seoul and Gyeonggi Province with SPSS 18.0 and SmartPLS 2.0. Results - The findings of the study are as follows. First, marketing support and competitiveness of product and service had a negative effect on dissatisfaction, but did not on logistics support. Second, franchisee dissatisfaction had a positive effect on exit intention and neglect, and had a negative effect on loyalty. However, franchisee dissatisfaction had not a significant effect on voice. Third, expected profits play a moderating role in the relationships between marketing support, competitiveness of product and service and dissatisfaction, between dissatisfaction and exit intention, voice, loyalty, and neglect. First, marketing support and competitiveness of product and service were found to have a greater influence on dissatisfaction for the low expected profitability group than the highly expected profitability group. Also, dissatisfaction had a greater impact on exit intention, voice, and neglect for the low expected profitability group than the high expected profitability group while dissatisfaction had a weaker impact on loyalty for high expected profitability group. Conclusions - The result of this study indicates that franchisors should reduce dissatisfaction and prevent or improve complaint behaviors by continuously identifying the impact relationship between franchisee dissatisfaction and decision factors caused by difference in expectations for roles of franchisees and franchisors. In addition, franchisors should acknowledge that the impacts of marketing support, and product and service competitiveness on franchisee dissatisfaction and on exit intention, neglect, and loyalty differ by expected profits. Therefore they should provide support in perceiving high expected profits through creating direct profits including high sales, low costs, and low rents.
- keywords
- Instrumental Factors, Dissatisfaction, Expectancy-Disconfirmation Theory, Exit Intention, Voice, Loyalty, Neglect, Expected Profitability
참고문헌
Abdul-Muhmin, A. G. (2005). Instrumental and interpersonal determinants of relationship satisfaction and commitment in industrial markets. Journal of Business Research, 58(5), 619-628.
An, S.-G., Han, J.-H., & Lee, J.-J. (2008). A study on customer responses of complaint handling in the hotels restaurant: focused on perceived service justice. Journal of Foodservice Management, 11(1), 201-221.
Anderson, J. C., & Narus, J. A. (1984). A model of the distributor’s perspective of distributor-manufacturer working relationship. Journal of Marketing, 48(4), 62-74.
Audrain-Pontevia, A.-F., & Balague, C. (2008). The relationships between dissatisfaction, complaints and subsequent behavior in electronic marketplace. in Advances in Consumer Research, 35, 475-482.
Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(1), 21-28.
Boyle, B., Dwyer, F. R., Robicheaux, R. A., & Simpson, J. T. (1992). Influence strategies in marketing channels:Measures and use in different relationship structures. Journal of Marketing Research, 29(4), 462-473.
Chiou, J. S., Hsieh, C. H., & Yang, C. H. (2004). The effect of franchisors’ communication, service assistance, and competitive advantage on franchisees’ intentions to remain in the franchise system. Journal of Small Business Management, 42(1), 19-36.
Chiu, C.-M., Hsu, M.-H., Sun, S.-Y., Lin, T.-C., & Sun, P.-C. (2005). Usability, quality, value and e-learning continuance decisions. Computers & Education, 45(4), 399-416.
Cho, H.-J. (2012). The effects of trust on complaining behavior and switching intention. Korean Journal of Business Administration, 25(3), 1379-1397.
Choi, S.-Y., Kim, M.-M., & Lee, E.-Y. (2014). A study on the effect of expectancy disconfirmation of food purchase on satisfaction and repurchase intention : Focused on TV home shopping. Journal of Tourism and Leisure Research, 26(7), 523-538.
Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2001). Marketing Channels: Prentice Hall Upper Saddle River, NJ: Prentice Hall.
Day, R. L., & Landon, E. L. (1977). Toward a theory of consumer complaining behavior. Consumer and Industrial Buying Behavior, 95, 425-437.
Dowding, K., John, P., Mergoupis, T., & Vugt, M. (2000). Exit, voice and loyalty: Analytic and empirical developments. European Journal of Political Research, 37(4), 469-495.
Erevelles, S., & Leavitt, C. (1992). A comparison of current models of consumer satisfaction/dissatisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5(10), 104-114.
Eshghi, A., Haughton, D., Teebagy, N., & Topi, H. (2006). Determinants of customer churn behavior: The case of the local telephone service. Marketing Management Journal, 16(2), 179-187.
Evans, G. (2002). Measuring and managing customer value. Work Study, 51(3), 134-139.
Ferguson, J. L., & Johnston, W. J. (2011). Customer response to dissatisfaction: A synthesis of literature and conceptual framework. Industrial Marketing Management, 40(1), 118-127.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gaski, J. F., & Nevin, J. R. (1985). The differential effects of exercised and unexercised power sources in a marketing channel. Journal of Marketing Research, 22(2), 130-142.
Geyskens, I., & Steenkamp, J.-B. E. (2000). Economic and social satisfaction: measurement and relevance to marketing channel relationships. Journal of Retailing, 76(1), 11-32.
Gurdon, M. A., Savitt, R., & Pribova, M. (1999). Consumer activism in the Czech Republic: the role of exit and voice in a changing economy. Journal of Socio-Economics, 28(1), 3-19.
Ha, S.-N., & Kim, S.-D. (2008). A study on antecedents and consequences of franchise system fairness. Journal of Distribution Research, 13(1), 35-60.
Hansen, S. W., Powers, T. L., & Swan, J. E. (1997). Modeling industrial buyer complaints: Implications for satisfying and saving customers. Journal of Marketing Theory and Practice, 5(4), 12-22.
Higgs, B., Polonsky, M. J., & Hollick, M. (2005). Measuring expectations: forecast vs. ideal expectations. Does it really matter? Journal of Retailing and Consumer Services, 12(1), 49-64.
Hirschman, A. O. (1970). Exit, voice, and loyalty: Responses to decline in firms, organizations, and states. Cambridge: Harvard University Press.
Han, K.-C., & Yu, J.-P. (2014). A study on the effects of franchisor's marketing mix on relationship quality and Interrelations among commitment and long-term orientation in the foodservice industry. Journal of Commodity Science and Technology, 28(6), 29-41.
Jacoby, J., & Jaccard, J. J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis. Journal of Retailing, 57(3), 4-24.
Ju, M. J. (2011). The effect of relationship factors between franchisor and franchisee on ext intention by voice in food service industry. Seoul, Korea: Thesis for Doctorate in Sejong University.
Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(2), 71-82.
Khan, M. A. (1993). Means and Menu Planning in Mahmood. Encyclopeia of Hospitality and Tourism. Ny: VNR.
Kim, J.-H. (2007). The impact of support and dissensus on economic satisfaction, conflict, trust, and commitment in the franchise system. Journal of Distribution Research, 12(1), 33-63.
Kim, M. J., Lee, C. K., Chung, N., & Kim, W. G. (2014). Factors affecting online tourism group buying and the moderating role of loyalty. Journal of Travel Research, 53(3), 380-394.
Kim, S.-D. (2008). A Study on the prerequisites and its consequences of the supplier"s commitment in supply chain partnership. Korea Logistic Review, 18(2), 45-76.
Kotler, P., & Keller, K. L. (2006). Marketing Insight:Experiential Marketing. Marketing Management (12th ed.). New Jersey: Pearson Education, Inc.
Koza, K. L., & Dant, R. P. (2007). Effects of relationship climate, control mechanism, and communications on conflict resolution behavior and performance outcomes. Journal of Retailing, 83(3), 279-296.
Lee, Y.-K., Kim, S., Kim, M. S., Lee, J. H., & Lim, K. T. (2015). Relational bonding strategies in the franchise industry: the moderating role of duration of the relationship. Journal of Business & Industrial Marketing, 30(7), 830-841.
Lee, Y.-K., Lim, H.-C., & Yoon, N.-S. (2005). The Impact of instrumental and relational oriented factors on franchisees` satisfaction with franchisors in food service industry. Journal of Hospitality and Tourism Studies, 7(3), 156-178.
Lee, Y.-K., Shim, K.-S., Chang, J.-Y., & Kim, M. (2011). Antecedents and consequences of relational quality between supplier-buyer in industrial market in the context of packaging machinery. Journal of Commodity Science and Technology, 29(5), 89-104.
Lim, H.-C. (2004). A study on satisfaction determinants of foodservice franchising system. Korean Journal of Culinary Research, 10(4), 96-117.
Lim, H.-C., Jin, Y.-H., & Lee, Y.-K. (2004). A study of the effects of instrumental factors on satisfaction with franchisor in franchising industry context. Journal of Tourism Services Research, 4(2), 61-81.
Lu, Y., Lu, Y., & Wang, B. (2012). Effects of dissatisfaction on customer repurchase decisions in e-commerce-an emotion-based perspective. Journal of Electronic Commerce Research, 13(3), 224-237.
Mathewson, G. F., & Winter, R. A. (1985). The economics of franchise contracts. Journal of Law and Economics, 28(3), 503-526.
Matzler, K., Bailom, F., Hinterhuber, H. H., Renzl, B., & Pichler, J. (2004). The asymmetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance–performance analysis. Industrial Marketing Management, 33(4), 271-277.
McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-137.
Mowen, J. C. (1990). Consumer Behaviour (2nd ed.). New York: Macmillan.
Noordewier, T. G., John, G., & Nevin, J. R. (1990). Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships. Journal of Marketing, 54(3), 80-93.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver R, L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York, NY: Irwin-McGraw-Hill.
Orsingher, C., & Marzocchi, G. L. (2003). Hierarchical representation of satisfactory consumer service experience. International Journal of Service Industry Management, 14(2), 200-216.
Pelham, A. M., & Wilson, D. T. (1995). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance. Journal of the Academy of Marketing Science, 24(1), 27-43.
Pelham, W., Greiner, A. R., Gnagy, E., Hoza, B., Martin, L., Sams, S., & Wilson, T. (1996). Intensive treatment for ADHD: A model summer treatment program. Model Programs in Child and Family Mental Health, 24(1), 193-213.
Peppers, D., & Rogers, M. (1993). The new marketing paradigm: One to one. American Advertising, 9(4), 93-102.
Perkins, D. S. (1993). An update of the consumer satisfaction, dissatisfaction and complaining behavior bibliography: revolution and evolution. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 217-279.
Ping, R. A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320-352.
Ping, R. A. (1995). Some uninvestigated antecedents of retailer exit intention. Journal of Business Research, 34(3), 171-180.
Pitt, L. F., Watson, R. T., & Kavan, C. B. (1997). Measuring information systems service quality: concerns for a complete canvas. MIS Quarterly, 21(2), 209-221.
Reichheld, F. F. (1992). Loyalty-based management. Harvard Business Review, 71(2), 64-73.
Rogers, J. C., Ross, S. C., & Williams, T. G. (1992). Personal values and purchase dissatisfaction response. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5(1), 81-92.
Rusbult, C. E., Zembrodt, I. M., & Gunn, L. K. (1982). Exit, voice, loyalty, and neglect: Responses to dissatisfaction in romantic involvements. Journal of Personality and Social Psychology, 43(6), 1230-1242.
Rusbult, C. E., Johnson, D. J., & Morrow, G. D. (1986). Determinants and consequences of exit, voice, loyalty, and neglect: Responses to dissatisfaction in adult romantic involvements. Human Relations, 39(1), 45-63.
Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215.
Ryu, B.-J., & Nam, K.-S. (2006). A study on the effect of the perception of job insecurity on the response of the members with regard to employment systems. Journal of Organization and Management, 30(3), 1-24.
Schellhase, R., Hardock, P., & Ohlwein, M. (1999). Customer satisfaction in business-to-business marketing: the case of retail organizations and their suppliers. Journal of Business & Industrial Marketing, 14(5/6), 416-432.
Schellhase, R., Hardock, P., & Ohlwein, M. (2000). Customer satisfaction in business-to-business marketing: The case of retail organizations and their suppliers. Journal of Business and Industrial Marketing, 15(2-3), 106-121.
Seo, J.-W., Lee, Y.-Y., & Ko, J.-Y. (2012). The structural relationship of the expectation-disconfirmation between expectation before wine purchase and result after wine purchase affect on customer satisfaction and brand royalty. Journal of Tourism and Leisure Research, 24(3), 503-523.
Sharma, N., & Patterson, P. G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International Journal of Service Industry Management, 11(5), 470-490.
Singh, J. (1990). A typology of consumer dissatisfaction response styles. Journal of Retailing, 66(1), 57-100.
Singh, J., & Howell, R. D. (1985). Consumer complaining behavior: a review and prospectus. Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1, 41-49.
Son, Y.-H. (2008). The effect of complaining behavior type and complaint handling`s satisfaction on word-of-mouth and repurchase intention. Korean Journal of Consumer and Advertising Psychology, 9(1), 87-104.
Song, B.-H., Ahn, S.-S., & Park, J.-Y. (2006). A research on difference of selection attributes on franchised festaurants by the prospective franchiseess. Journal of Tourism Study, 20(3), 97-117.
Stern, L. W., & El-Ansary, A. (1977). Marketing Channels. Englewood Cliffs, NJ: Prentice-Hall Inc.
Tenenhaus, M., Vinzi, V. E., Chatelin, Y.-M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205.
Tikkanen, H., Alajoutsijärvi, K., & Tähtinen, J. (2000). The concept of satisfaction in industrial markets: a contextual perspective and a case study from the software industry. Industrial Marketing Management, 29(4), 373-386.
Yi. Y., & Lee, C. (2014). Recent research on service marketing: a critical review and future priorities. Journal of Korean Marketing Association, 29(6), 121-166.
Yi, Y., & Zeithaml, V. A. (1990). A critical review of consumer satisfaction. Review of Marketing, 4(1), 68-123.
Yilmaz, C., Sezen, B., & Kabadayı, E. T. (2004). Supplier fairness as a mediating factor in the supplier performance–reseller satisfaction relationship. Journal of Business Research, 57(8), 854-863.
Yoo, D.-K., Ju, M.-J., Kim, M.-S., & Lee, Y.-K. (2013). Determinants of Franchisor Dissatisfaction in Foodservice Industry -Focused on Revised IPA-. Academy of Customer Satisfaction Management, 15(4), 123-140.
Yoo, D.-K., & Suh, S.-W. (2012). The effect of suppliers'transaction factors and relationship factors on complaint behaviors in animal clinic industry. Korea Journal of Business Administration, 25(8), 3195-3217.
Yoon, J.-H. (2003). Franchisee satisfaction on ice cream franchisor support and franchise re-contract intention. Journal of Foodservice Management, 6(3), 147-160.
Zolkepli, I. A., & Kamarulzaman, Y. (2015). Social media adoption: The role of media needs and innovation characteristics. Computers in Human Behavior, 43, 189-209.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수