The Effect of Franchise Control on the Affective Commitment and Financial Performance of Franchisees: The Moderating Effect of Self-Determination

cho si-young; Jun, Jae Kyoon

doi:10.17086/JTS.2017.41.9.93.108

This study examined the effects of process control and social control on franchisee’s financial performance resulting from affective commitment. The study also examined the moderating effect of self-determination on the relationship between process control and social control as well as the subsequent affective commitment of franchisees. This research was conducted using data collected from 344 respondents of franchisees who had at least six months of experience in the food service franchise industry. The analysis utilized a structural equation model and this indicated that process control had no significant effect on the affective commitment of franchisees. Unlike process control, social control had a positive effect on affective commitment. Franchisee’s affective commitment had a positive effect on financial performance. There was no significant moderating effect of self-determination on the relationship between social control and affective commitment. On the other hand, self-determination had a significant moderating effect on the relationship between process control and affective commitment.

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