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- W4231589098 abstract "This study provides insight into the control methods that the franchisor applies in franchise system to elicit franchisee’s compliance. Especially the study analyzes which control method increases compliance more effectively between outcome control and behavior control and how the relationship between control method and compliance changes depending on the level of relational knowledge. Meanwhile, compliance is analyzed in two different dimensions. This study derives the result that perfunctory compliance and consummate compliance occur in different directions depending on the control method of the franchisor. First of all, the outcome control has a negative effect on perfunctory compliance which is typically conceptualized as compliance but greatly increase consummate compliance which is voluntary compliance. On the other hand, the behavior control has a positive effect on the both perfunctory compliance and consummate compliance. Meanwhile, the higher level of the franchisee’s relational knowledge makes the positive relationship between outcome control and consummate compliance stronger but the positive relationship between behavior control and consummate weaker. These results present some insights. Both control methods, the outcome control values the performance rather than the process, and behavior control manages the franchisee steadily from process to process rather than performance, are a great strategy for the franchisor. Consequential, outcome control may be preferable from franchisor’s perfective if other conditions are the same. Apart from the fact that outcome control has the negative effect on the perfunctory compliance, increasing consummate compliance which is ultimate purpose of franchisor is far greater than behavior control. Nevertheless, it is desirable for the franchisor to apply different control methods depending on the level of relational knowledge. For franchisee with low relational knowledge, the practically helpful behavior control, such as know-how transfer and feedback, can lead to consummate compliance rather than outcome control that requires only performance without any support. On the other hand, in situations where relational knowledge is higher, outcome control which guarantees autonomy is more effective because expertise and skills has been sufficiently accumulated." @default.
- W4231589098 created "2022-05-12" @default.
- W4231589098 date "2021-07-31" @default.
- W4231589098 modified "2023-09-30" @default.
- W4231589098 title "The Franchisor’s Control Methods to elicit the Franchisee’s Compliance: Outcome Control vs. Behavior Control, Which is more effective?" @default.
- W4231589098 doi "https://doi.org/10.17657/jcr.2021.07.31.3" @default.
- W4231589098 hasPublicationYear "2021" @default.
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