Although the franchising business has grown rapidly, It has not achieved qualitative growth due to a short operation of less than 5 years on average. So the quantitative and qualitative business growth should be achieved for the long-term and stable growth and its core factor is franchisee ongoing performance. This study examines the effects of franchisor motivation on the franchisee performance. This study investigates the relationship between franchisor motivation and franchisee performance so that they can use motivation effectively. The study also investigates the moderating effects of the supervisor coaching leadership on the relationships. For the purpose of empirical testing, a survey was conducted on the 183 franchisees that ran the business for 6 months or more. The analysis utilizing structural equation model indicated that the franchisor intrinsic motivation had a positive effect on both the self-efficacy and affective organization commitment of the franchisee. The franchisor extrinsic motivation had a positive effect on the self-efficacy of the franchisee. The self-efficacy and affective organization commitment of the franchisee had a positive effect on the financial performance of the franchisee. Coaching leadership had moderating effects on the relationship between intrinsic motivation and affective organization commitment as well as the relationship between self-efficacy and financial performance.