KMID : 1145120170150040467
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Asian Journal of Beauty and Cosmetology 2017 Volume.15 No. 4 p.467 ~ p.477
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Mediating Effects of Relationship Quality on Franchisor Leadership and Franchisee Performance
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Kim Joon-Ho
Youn Chun-Sung
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Abstract
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Purpose: The purpose of this study is to examine the mediating effects of relationship quality on franchisor instructor¡¯s leadership and franchisee business performance.
Methods: Frequency analysis was used to analyze general characteristics of the data surveyed. Factor analysis and Cronbach¡¯s ¥á were conducted to verify the validity and reliability of the variables. In addition, multiple linear regression analysis was employed to investigate the impact of variables.
Results: The results showed that the regression coefficient of the independent variable (i.e., transformational leadership) had smaller effects at the third stage than at the second stage in the three-step mediated regression. In addition, the mediating effects of relationship qualities (i.e., satisfaction and trust) on the relationship between franchisor instructor¡¯s leadership and franchisee performance were significantly positive. Therefore, relationship qualities partially mediated the relationship between the franchisor instructor¡¯s transformational leadership and franchisee performance (i.e., learning and growth performance and internal process performance).
Conclusion: Based on the results of this study, service franchisors should apply transformational leadership more actively when implementing a training program for franchisee¡¯s employees and improve their communication tools in order to ensure the franchisee¡¯s satisfaction and trust in the franchise system.
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KEYWORD
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Franchisee, Leadership, Satisfaction, Trust, Performance
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