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http://dx.doi.org/10.7318/KJFC/2012.27.2.172

The Effects of Entrepreneurship and Market Orientation of Restaurant Franchisers on the Boundary-spanning Behavior and Managerial Performance of Franchisees  

Jeon, Kyeong-Hwan (Department of Hotel & Tourism, Graduate School of Dongguk University)
Ha, Dong-Hyun (Department of Hotel. Convention Management, Dongguk University at Gyeongju)
Publication Information
Journal of the Korean Society of Food Culture / v.27, no.2, 2012 , pp. 172-183 More about this Journal
Abstract
This study was conducted to investigate the effects of the entrepreneurship and market orientation of franchisers on the boundary-spanning behavior of franchisees in food-service companies in the Yeongnam region. This study also investigated the relationship between the entrepreneurship and market orientation of franchisers and sought to identify the effect of the boundary-spanning behavior of franchisees on their managerial performance. Based on literature reviews, 4 hypotheses were tested. The subjects responding in this study were owners or managers of franchise restaurants in Youngnam province. A total of 605 questionnaires were analyzed using the factor analysis, a reliability test, and structural equation modeling analysis. The results revealed that first, the entrepreneurship and market orientation of franchisers were positively related to the boundary-spanning behaviors of franchisees, and secondly, the entrepreneurship of franchisers was positively related to their market orientation. Finally, the boundary-spanning behavior of franchisees was positively related to their managerial performance. Therefore, food-service franchisers in Youngnam should have the entrepreneurship and market orientation to lead franchisees to have positive boundary-spanning behaviors and good performance.
Keywords
Entrepreneurship; market orientation; boundary spanning behavior; managerial performance;
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Times Cited By KSCI : 1  (Citation Analysis)
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