• The Korean Journal of Franchise Management
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• v.8 no.3
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• pp.17-27
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• 2017

Purpose - In align with the increasing competition in both online and offline franchise markets caused by the increasing impact of social networking service, entrepreneurial passion(EP) of the franchise owners has crucial impact on the stakeholders. This study proposed the customer among stakeholders has the critical influence firm's success and examined the structural relationship between entrepreneurial passion(EP) and trust, identification, and loyalty from the customer's perspective. Research design, data, and methodology - This study examines the structural relationship between entrepreneurial passion(EP), trust, identification, and loyalty from the customer's perspective. More specifically, the EP were measured using three sub-dimensions such as EP-inventing(Perceived passion for inventing), EP-founding(Perceived passion for foundting), and EP-developing(Perceived passion for developing). In order to verify the research purposes, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Each item was measured on a 7 point Likert-scale anchored by '1 = strongly disagree, 7 = strongly agree'. The data were collected from 449 franchise consumers through online survey and were analyzed using SPSS 21.0 and Smart PLS 3.0. statistical program. Result - The results of this study are as follows. First, EP-inventing and EP-developing have significant impacts on corporate trust. Second, EP-founding does not have significant impact on corporate trust. Third, EP-inventing and EP-founding have significant impacts on consumer identification. Fourth, EP-developing does not have impact on identification directly, but does indirectly through corporate trust as a mediator. Fifth, corporate trust and identification have significant impacts on loyalty. Conclusions - This indicates that the foodservice franchise CEOs should continuously develop new menus and service to fulfill customer needs. EP-inventing of the food franchise CEOs may enhance customer trust for higher quality of product or service, and EP-developing can also be a driving force for customer trust as it embeds belief in customers that the franchise is sustainably developing. Also, food franchise CEOs should first clarify the support process for the existing brands before developing new ones. Customers tend to lead the trend by using brands that satisfy new trends in the foodservice franchise market, and it could have identification with the trend-setting franchise. Customers do not accept if a company is different from their personal image or norms. So the franchise CEOs must create identification with customers by building corporate trust. Corporate trust influences consumer behavior and emotion, thus the franchises need to secure trust by improving product or service continuously.

• The Korean Journal of Franchise Management
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• v.8 no.2
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• pp.37-47
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• 2017

Purpose - Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer's perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result - The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions - The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers' reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

• The Korean Journal of Franchise Management
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• v.9 no.3
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• pp.19-29
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• 2018

Purpose - Due to the increase in coffee consumption and competition, domestic coffee franchise companies are currently entering the overseas market. Therefore, coffee franchise companies are pursuing a variety of marketing strategies to meet customer needs and gain competitive advantage in overseas markets. From this perspective, overseas franchise companies need to ensure that their servicescapes meet the needs of their overseas customers. For these purposes, the study is to identify the impact servicescapes on customer satisfaction and customer loyalty focused on Global Coffee Franchise Company "C", which extended its business worldwide in Mongolia. Research design, data, and methodology - The data were collected from customers who had visited the stores of 'C' company in Ulaanbaatar, Mongolia. 435 valid questionnaires collected through online survey coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 24 and SmartPLS 3.0. Result - Firstly, seating comfort, facility aesthetics, and cleanliness, ambient conditions among servicescapes influenced customer satisfaction. Secondly, servicescapes didn't affect the loyalty directly. Third, customer satisfaction had positive effect on loyalty. Fourthly, cleanliness which was ranked lower in Korea had a great effect on customer satisfaction in Mongolia. Fifthly, IPMA(Importance-performance map analysis) shows that the importance of servicescapes is higher for women than for men, and facility aesthetics for female and cleanliness is the most important for male. Conclusions - The results of this study show that there is a positive (+) effect on customer satisfaction in order of cleanliness, ambient conditions, aesthetics, and seating comfort. Therefore, franchise companies considering or advancing into Mongolia should consider importance in order of cleanliness, ambient conditions and aesthetics when entering Mongolia market. For example, franchise managers should select Monday as a "clean day," and all merchants should spend all of their open hours and keep their stores clean in accordance with the head office manual. In addition, franchise managers need to hire a VMD (visual merchandising) experts to build up a physical environment that will effectively highlight the space-specific display of the store so that Mongolian local customers can have a satisfactory climate and aesthetics. And, the IMPA analysis between servicescapes and customer satisfaction shows that women are more susceptible to servicescapes than men. Especially, in the case of women, the importance of esthetics is high, but the performance is low. Thus, if the aesthetics are actively improved, customer satisfaction can be effectively increased.

• The Korean Journal of Franchise Management
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• v.9 no.2
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• pp.39-52
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• 2018

Purpose - This study investigates the effect of service quality of coffee shop on store attitude and store loyalty. It demonstrates that the individual's behavior identification level plays a moderating role when the service quality of coffee shop affects store attitude. Conceptually drawing on Brady & Cronin's three-dimensional model of service quality, this study examines the effect of service quality of coffee specialty store on customer's attitudes and loyalty. Also, according to construal level theory, it examines the individual's propensity difference whether the individual's behavior identification level on service quality and store attitude has a moderating effect Research design, data, and methodology - This study used Brady & Cronin's three-dimensional service quality model, and 183 valid cases collected through the questionnaire survey were used for data analyses. For hypothesis testing, regression analysis, multiple regression analysis, and covariance analysis were conducted. Result- As a result of this study, first, it is confirmed that service quality has a positive effect on store attitude toward coffee shop. Second, the difference of an individual's construal level did not have a moderating effect on the influential relationship of service quality on the store attitude of coffee shop. This is because the influence of the service quality is greater than the difference between groups at the construal level. Therefore, there was no moderating influence according to construal level. Third, the store attitude of coffee specialty store has a positive effect on store loyalty. Conclusions - It is confirmed that there is a difference in the effect of service quality and store attitude on general and college students. This suggests that it can be used to establish marketing strategies by segment. And, the college students were found to be more influenced by physical environment quality factor among three dimensions of service quality. Therefore, it is necessary to further improve efforts to raise the level of service quality perception through physical environmental factors such as clean and pleasant environment including the interior of a coffee shop, and internal table arrangement. The empirical study on the moderating effects of customer's tendency of difference is meaningful in the absence of empirical studies.

• The Korean Journal of Franchise Management
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• v.2 no.1
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• pp.100-118
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• 2011

Since 1990, income has been grown rapidly in Korea. Thus, concerns of environmental pollution and health have been increased among Korea's consumers. As a result of this concern, demand for safe food and agricultural products has been growing in Korea. Recently, purchasing patterns of Korea's consumers have been changed as Korea's society has changed to an aging society, growth of unmarried person, and low birthrate. Korea's consumers prefer to buy only volume that they need. Thus, the volume of agricultural products that they purchase became small. Therefore, retailers should reflect such needs of consumers to their business. The purpose of this study is to build up new strategies in order to make a high profit through customer's satisfaction when selling agricultural products. Using literature review, this study has drawn results. The results of this study is that retailers should lay products with brand in their store and establish trust with customers in oder to make loyal customers. In addition, retailers should prepare individual package of agricultural products for sales of a small volume to keep pace with social changes.

• The Korean Journal of Franchise Management
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• v.3 no.1
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• pp.26-45
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• 2012

Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer's brand experience. This study aims to investigate brand experience and brand personality effect on brand attitude which is overall consumer's faith toward brands and repurchase intention in food-franchised by Structural Equation Model. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.

• The Korean Journal of Franchise Management
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• v.9 no.4
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• pp.21-31
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• 2018

Purpose - Recently, the franchise business has made remarkable progress, but many conflicts have occurred. From this perspective, this paper explains how to improve the long - term relationship between franchisor and franchisee by integrating the relationship between franchisor of franchise business and franchisee. This study aims to identify the franchisee's economic and social satisfaction and to examine their influences on calculative and affective commitment, and loyalty. At the end of this paper, theoretical and managerial implication were suggested. Research design, data, and methodology - The data were collected from owners and store managers in franchisees located in Seoul, Korea. The trained researchers contacted owners and managers of the franchise stores. The questionaires were distributed to owners and managers consented to respond. The collected questionnaires were used for the final analysis of 324 copies(243 store owners and 81 store managers), except for 26 copies of the untrustworthy response out of 350 copies. The data were analyzed with SPSS, 21.0 and SmartPls 3.0 Result - The results of the study are as follows. First, economic satisfaction effects both calculative and affective commitment, but social satisfaction does not. Second, both calculative and affective commitment have positive effects on loyalty. Third, economic satisfaction has a positive impact on loyalty, but social satisfaction does not. Conclusions - The implications of this study are following as: From the theoretical perspective, this study analyze the satisfaction and commitment of the franchisee from the multidimensional perspective by analyzing the effects of the franchisee on two dimensions of economic and social satisfaction and on calculative and affective commitment. That is, this study explains the trade-off between economica and social satisfaction, and between calculative and affective commitment. From the managerial perspective, the results of this study suggest that the economic satisfaction of the franchise headquarters felt by franchisees should be prioritized over social satisfaction. Especially at the early stage of the contract, economic satisfaction should be given priority over social satisfaction. However, since affective and calculative commitment have a significant effect on loyalty, social satisfaction factors should not be excluded by focusing on only economic ones. In other words, the franchisors should not only think of franchisees as a source of sales and profits, but should respect franchisees and maintain loyal relationships with friends.

• The Journal of the Convergence on Culture Technology
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• v.9 no.2
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• pp.389-397
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• 2023

This study examines how macro-economic conditions, fashion momentum, and inter-genre competition affect movie genre's popularity, thus shaping fashion trends in the feature film market in Korea. Using panel data analysis of genre-specific audience sizes with 6 genre cateories and 132 monthly time points, we found that favorable economic conditions generate the fashion trend in the action/crime genre, while the deterioration of the economic conditions leads to the decline of action/crime genre. The finding implies that economic situations influence cultural consumers' psychological states, which in turn shape the fashion trend in certain direction. Furthermore, we found that the action/crime genre has a greater fashion momentum and its competitive power is stronger than other genres, suggesting that this genre has longer fashion cycle even if other genres rise to the top in their popularity. We argue that such enlengthened fahion cycle and competitive stength of the action/crime genre are associated with its breadth of niche width and audience loyalty. Scholarly and practical implications are discussed.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.29 no.5B
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• pp.419-427
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• 2009

In existing studies about benefit of water quality improvement using WTP, the object of survey is described pre-policy water quality as "current water quality" and improved (post-policy) water quality as "boatable, fishable and swimmable". Multiply WTP by the number of households of basin is total benefit. The existing studies are not benefit of a specific water resource business but benefit of a policy on unsubstantial water resource business. Because of a lack of objectivity and oversimplification, it is difficult for survey respondents to understand an object of survey. The purpose of this study is to evaluate a benefit estimation methodology for raw water quality improvement in water resource development business. After conducting a survey of WTP of 1,000 housewives who is using water service in the National Capital region, the relational expression of water quality improvement (BOD) and WTP is derived by using statistical analysis of the survey. As a case study, the stream water quality improvement benefit of Song Li Won multipurpose dam was evaluated, which is planned to be built at the local secondary stream section on Nae Sung stream in Nak-Dong River system. As a result of study, annual average benefit evaluation is 5,980 million won on the average annual planned discharge, 8,663 million won on the planned discharge during the period except for wet season (July to October), 11,905 million won on the planned discharge during water quality declining period and 14,502 million won on the planned discharge during water quality declining period respectively. By using the relational expression of BOD-WTP, it is easy to estimate the benefit without regard for water quality.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.29 no.2B
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• pp.173-179
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• 2009

Industrial water supplied by water resource project is essential input materials along with labor, capital and land for companies. It is very important to stably secure these input materials in order for the industry to generate additional values. If the supply of industrial water is stopped, it is known damage for the industry is greater than domestic water or agriculture water based on same amount of supply. Like this, the actual value of industrial water has been highly acknowledged from the intuitive perspective, but study on the value and benefits of industrial water has been rarely conducted. Therefore, this study verified the value of industrial water supplied from water resource project, and used marginal production value as a measure to estimate the benefits of industrial water in the analysis of economic efficiency. As a result of empirical analysis using Cobb-Douglas production function and Translog production function, industries' average marginal production value was $5,427KRW/m^3$ and $5,583KRW/m^3$ respectively. The marginal production value for eleven industries were estimated by using same method. The marginal production value by industries presented by this study will be used as important data to calculate benefits of industrial water in the future. Moreover, the result of this study will provide reasonable criteria for decision making on the allocation of water in emergency situation, and problem of resource supply from water resource project.