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The Effects of Fast-Food Franchisor's Proactiveness, Innovation, Risk-taking on Affective Commitment, Franchisee's External Representation and Service Delivery  

Hong, Hee-Jeong (Airlines and Tourism Department, Uidok University)
Ha, Dong-Hyun (School of Hotel & Tourism Management, Dongguk University at Gyeongju Campus)
Publication Information
Culinary science and hospitality research / v.21, no.1, 2015 , pp. 191-209 More about this Journal
Abstract
The purpose of this study is to identify whether franchisee-perceived franchisor's proactiveness, innovativeness and risk-taking affect franchisee-perceived affective commitment with franchisor, and the affective commitment affects franchisee-perceived external representation and service delivery. Based on total 280 samples obtained from owners or managers of franchise fast-food restaurants in located in Yeongnam province, the research findings are as follows. Firstly, the innovativeness and risk-taking positively affect the affective commitment. Secondly, the affective commitment positively affects external representation and service delivery. But proactiveness does not affect the affective commitment significantly. These findings imply that firstly, franchisor should investigate consumer trends periodically and develop new successful menus and services more than competitors do, and implement new marketing techniques innovatively towards these menus and services. Secondly, franchisor had better adopt high return/risk strategies because of deepened competition and do bold decisions of price change etc. Also, in order to increase proactiveness, franchisor needs to launch new menus and services earlier than competitors and occupy market in advance, which strengthens affective commitment with franchisees. Thirdly, in order to increase affective commitment with franchisees, franchisor needs to match franchisor's value with franchisee's value and same value means same objective. Lastly, limitations and further research directions are also discussed.
Keywords
proactiveness; innovativeness; risk-taking; affective commitment; external representation; service delivery; franchisee; franchisor;
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