• The Korean Journal of Franchise Management
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• v.7 no.2
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• pp.5-14
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• 2016

Purpose - Competitive industry structure and recent economic depression challenge a survival of Korean small- and medium-sized food franchising companies (SMFCs), albeit the explosive growth of the Korean food service industry for last few decades. Against this backdrop, it examines how these SMFCs overcome liabilities of smallness and resource scarcity to strengthen competitive advantage in the market. To tackle this, in this article we focus on corporate entrepreneurship and human resources as a knowledge-based asset for these SMFCs. Furthermore, the ratio of employee turnover is high in SMFCs. We view that such brain-drain may result in poor performance of the Korean SMFCs. As such, we pay attention to the role of organizational commitment to an organization as a solution for enhancing individual-level employees' loyalty toward their organization. Research design, data, and methodology - Our research question is to what extent corporate entrepreneurship (i.e., innovative organizational culture, organizational autonomy, and administrative innovation) affects an individual-level attitude toward the organization and, in turn, employee creativity and satisfaction in the Korean SMFCs context. We collected data from employees in SMFCs for three months. A total of 126 valid questionnaires were collected, and analyzed the data using partial least squares path modeling. Results - The reliable and valid measurement model feed into testing the structural model. Our findings suggest that innovative organizational culture and organizational autonomy positively affect employee commitment. Particularly, organizational autonomy has a greater effect than innovative culture on employee commitment. However, the relationship between administrative innovation and employee commitment is not significant. We also find that employee commitment positively affects both employee creativity and satisfaction. Conclusions - Our contribution to the existing franchising business and management literature is twofold. First, the conceptual model includes three antecedents in the organizational entrepreneurship dimension to organizational commitment. Second, we conceptualize organizational commitment as employee commitment, and validate its impact on employee creativity and job satisfaction at an individual performance level. Overall, this article suggests that it is critically important for the Korean SMFCs to develop corporate entrepreneurship in order to facilitate employees' positive attitudes toward their organizations.

• The Korean Journal of Franchise Management
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• v.9 no.4
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• pp.45-56
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• 2018

Purpose - Consumers perceive various risks while using food service franchise stores. Food service franchise stores offer consumers not just menus, but services, physical environment, and prices, which can be perceived as risk to consumers. This means that consumer behavior in foos service franchise stores needs to be studied based on perceived risk theory. Perceived risk consists of performance risk, financial risk, social risk, psychological risk, and time risk. The purpose of this study is to investigate the effects of perceived risk on satisfaction and trust, and in turn affect loyalty. The results of this study will provide guidelines for marketers to develop strategies to reduce the perceived risk of consumers. Research design, data, methodology - In order to achieve research purposes, the authors developed several hypotheses. Data were through online survey through an online survey firm. A questionnaire survey was distributed to customers who have visited the restaurant in the past three months. The survey was conducted from March 5, 2017 to October 14, 2017. A total of 1,500 people were e-mailed and 260 were returned. A total of 245 items were used in the analysis except 15 of the questionnaire. Data was analyzed by using SPSS 21.0 and AMOS 21.0. Results - The findings of this study are as follows: First, performance risk, economic risk, and psychological risk had negative effects on satisfaction. Social and time risks did not affect on satisfaction. Performance risk and time risk had negative impact on trust. Second, economic, social, and psychological risks did not affect trust, but satisfaction had significant positive effect on trust and loyalty. Third, satisfaction had positive effect on loyalty. Conclusions - The implications of this study are as follows. First, food service franchise marketers should increase their customer loyalty by establishing a risk reduction strategy. Second, there are various risks to customers visiting the store. Therefore, marketers need to analyze the perceived risks of customers. Third, it is also necessary to eliminate the perceived risks of customers. In addition, a restaurant franchise company needs to find a reasonable way to reduce the material cost and present a reasonable menu price.

• Journal of the Korean Society of Food Culture
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• v.23 no.6
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• pp.720-728
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• 2008

The objective of this article is to examine Korean consumers' perception level of the country-of-origin of brand (COB) of global restaurant franchises. Although global brands have rushed onto the Korean food service market since 1980, there has been little or no research conducted regarding consumers' perception of COB of global restaurant franchises. In this study, we surveyed consumers to determine their perception of COB for 27 foreign global restaurant brands; specifically, we attempted to determine whether or not Korean consumers could correctly recognize the COB of each brand. The results of this research revealed that Korean consumers correctly perceived the COB of certain restaurant brands, and incorrectly perceived some other brands. For instance, Korean consumers' perception level of the COB of McDonald's and KFC were quite high, and conversely their perceptions of the COB of Outback Steakhouse and Pohoa were relatively low. When consumers select a restaurant brand, COB image was shown to be more influential than brand image.

• Journal of Convergence for Information Technology
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• v.7 no.6
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• pp.259-265
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• 2017

This study reviewed the existing studies in order to set up a strategy that can achieve the trust and business performance of the franchisers, who are actually operating franchised business, breaking from the research trend centered around franchise headquarters and added the factors of the franchise headquarters' strategy for expanding franchises, including word-of-mouth communication and advertising & publicity and added the exercise of recruitment agency outsourcing, flagship store, recently utilized often as preceding variables to verify the causal relation between the trust of the franchiser and the business performance of the franchise. The implications of this study, it can be concluded that the government authority for the attraction of healthy franchises can continuously attract franchises and enter the market can continuously attract franchises by increasing the trust of the franchises, and powerfully investing and managing them for the effort through word-of-mouth marketing. It is expected that this study will be helpful in the establishment of a business strategy for forming a continuous relationship as well as the franchise head office's strategy for the recruitment of new franchises.

• Culinary science and hospitality research
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• v.20 no.1
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• pp.76-88
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• 2014

This research has been conducted to provide the fundamental data for foodservice & culinary research by analyzing 1,054 papers in 'The Korean Journal of Culinary Research' from 1995 through 2012 regarding year, theme, material, and subject. The released papers are 58.6 a year and almost 50 percent of related papers have been published, considering that 511 papers have been released for the recent five years. The research theme was first classified into four following areas such as foodservice, culinary, food and so forth. Then it was subdivided under 65 items on 19 subject matters. Most of the studies are related to foodservice area(595 papers, 56.4%), followed by culinary area (250 papers, 23.7%), food area(105 papers, 10.0%) and other areas (104 papers, 9.9%). For the topics used in foodservice research, most papers investigated the marketing area(170 paper, 28.6%). In culinary and food-related research, papers dealt with confectionary and bread (67 papers, 23.3%), sauce dressing (38 papers, 13.2%), vegetable fruit (36 papers, 12.5%), fermented food (35 papers, 12.5). In regard to the analysis of research subjects, institutions, and companies, 140 papers(38.2%) conducted hotel-related research, followed by 106 restaurant-related papers (29%) and forty-three papers(11.8%) on foodservice enterprises and franchises. Based on this analysis, most of the theses in 'The Korean Journal of Culinary Research' have been published in the area of foodservice (56.4%). In comparison, the theses in the area of culinary and food are associated with the name of the journal and only 33.7 percent of papers have been released. For these reasons, the name of the journal would rather be renamed 'The Korean Journal of Foodservice and Culinary Research'.

• Archives of design research
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• v.16 no.1
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• pp.169-180
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• 2003

Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

• Culinary science and hospitality research
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• v.18 no.4
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• pp.118-132
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• 2012

The purpose of this study is to present the psychological capital as a leading factor affecting organizational commitment, to determine the role of job satisfaction as a mediator among those, and finally to find the way to increase the commitment by suggesting a new idea for human resources management in the foodservice firms which were having difficulties in finding new employees and in high turnover rates. A survey was conducted on the employees in foodservice firms including both franchise management and direct management restaurants for the period of the month of February 2012, and the data were analyzed with frequency analysis, reliability test, exploratory factor analysis, confirmatory factor analysis, correlation analysis, path analysis, and mediating effect analysis by using SPSS 15.0 and AMOS 7.0. As a result of the study, the psychological capital factors such as hope, resiliency, and optimism had significant effects on organizational commitment, and job satisfaction strongly mediated the relations of the psychological capital factors as presented above and the organizational commitment.

• Culinary science and hospitality research
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• v.6 no.2
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• pp.315-330
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• 2000

The development of foodservice franchise is inevitable in the developmental process of domestic foodservice industry and it has been led by some big enterprises and foreign brands, but foodservice franchise of a new and differential form will be rapidly developed. The success of franchise can be resulted under the recognition that franchiser and franchise are in the common fate as the partner. Franchisee must make its best efforts to enhance the unity and value of brand jointly with franchiser. Therefore. franchisee has to make efforts to maintain the quality of commodity and service, not to damage the value of title and follow the guidance and effort of franchiser it chose. Franchiser must have the recognition that the success of franchisee is the key of that of franchiser and give franchisee a reliability in order that it follows the order of franchiser. It must have the consciousness that it can achieve the success through the increase of sales by franchisee and support franchisee with trust not to have the easygoing way of thinking to derive its income of commission from increasing the number of franchisees.

• Culinary science and hospitality research
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• v.6 no.3
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• pp.119-147
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• 2000

This Study is performed to research a customer satisfaction to a Franchisee on the food franchise industry. In future, the food industry will be complicated and various. So customer needs also will be complicated. Consequently. a study of customer satisfaction will be researched continuously for corresponding an industrial transfiguration and a customer variety. The result of this study, a Franchisee satisfaction on the food franchise industry is evaluated below the average. This result can be happened by the scale of food franchise industry. However actually it has caused by the lack of Franchisee management mind, the capability of head office, and the lack of competitive power. The mind of service for customer, hygiene and cleanness mind, and the lack of marketing strategies and strategic management can not be satisfied of customer. Also customer value creation can not be made. So the education training and marketing strategies for Franchisee on the food franchise industry have to be requested. And a continuous study for customer satisfaction that correspond with the characteristics of industrial classification be raised.

• Culinary science and hospitality research
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• v.11 no.4 s.27
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• pp.118-133
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• 2005

In the management activities of head office in supporting franchisees in domestic food-service enterprises, the raw material supply plays a positive role to support franchisees' operation activity and it comes into conflict with them at the same time. In this paper, I have tried to find out the relationship between raw material supplying and the satisfaction of the franchisees by experimental research in order to research the route of head office's raw material supplying. To sum up the results, it was found out there is no meaningful relationship between the raw material supplying and the franchisees satisfaction (intention to renew the agreement), It indicates it would be more effective for the franchisees to buy the raw materials from the suppliers developed by the franchisees except some key materials in order to reduce the conflicts with the franchisees.