• The Journal of the Korea Contents Association
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• v.7 no.7
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• pp.124-132
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• 2007

In hospitality industry many firms choose the franchise system in order to enlarge their market share and to decrease risks. Small businessmen also accept the franchise contract as a good way of starting their business. With the contract franchisees take advantages of marketing, fiance, and operations from franchisers by paying several related fees or royalties. In this study factors influencing franchisees' satisfaction for the contract were identified. And the study also found that there was a significant difference in the degree of influencing among the factors.

• The Journal of the Korea Contents Association
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• v.8 no.10
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• pp.351-360
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• 2008

The purpose of this study is to segment visitors for beer franchise restaurants. Total of 308 questionnaires were distributed to the beer franchise restaurant customers of Kangnam area, Seoul. To accomplish the aim of this study, author took the following three steps. Firstly, literature review was done to find out selective attributes for restaurant and bar and market segmentation. secondly, Selective attributes of beer franchise were analyzed and five factors, -'additional service', 'side dish quality', 'service class', 'accessibility' and 'outlet image'- were extracted. Lastly, customers of beer franchise shop were divided into two groups by the selective attributes, -'simple visiting group' and 'active lover group'. Those variables-loyalty, intent to recommend and overall satisfaction- have significant influence on 'active lover group'. Other than that, other variables -demographic characteristics and customer's behavior characteristics- didn't play important role to distinct two groups. As a result, only basic information for setting up marketing strategy of each market was provided.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.408-420
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• 2017

A franchisee owner, as an entrepreneur who is independent from a franchisor, has the greatest influence on the success of franchisee business. The effect of the franchisees' entrepreneurship on their performance can be different from that of self-employed business owners, due to the fundamental nature that the franchisor and franchisees share a standardized operation and business risks. Therefore, the purpose of this study is to demonstrate whether or not the relationship between the entrepreneurship and the performance, which has been popularized in general, is displayed in franchised stores as well. The current study analyzed the influence of innovativeness, risk-taking, and proactiveness on franchisees' performance based on the samples from 109 Small Size Educational Services franchisees. The results show that the franchisees' proactiveness is the only variable that affects the performance while the effect of the other variables was not significant. These results make implications that, for their business success, franchisee owners should be proactive in their target market, without compromising the quality of franchisor's standardized products and services by being innovative and risk-tolerant.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.159-168
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• 2020

This study aims to utilize DEA, analyze the efficiency of Korean coffee franchises, look into the factors that affect efficiency, and improve the efficiency of Korean coffee franchises. The main results of this study are as follows. First, according to CCR model standards, there are a total of 9 efficient coffee franchises and according to BCC model standards, there are a total of 12 efficient coffee franchises. A total of three of the inefficient DMUs were found to have a value of 1 for BCC, while the other 25 were found to be inefficient for both technology and scale. Second, of 28 franchises, 11 were analyzed to be decreasing return to scale and through future increased investments of optimum levels, business performance can be improved and efficiency can be enhanced. Analysis showed that 9 franchises appeared as CRS and it is most ideal to maintain the yield of future output elements at current levels and the work efficiency of 8 franchises in increasing returns to scale states expands as production scales increase according to specialization and role division and yield can relatively improve a lot. Third, the analysis of factors affecting the efficiency of franchises through the Tobit regression analysis showed that the number of franchises and operating periods had a positive (+) effect on efficiency. Based on this study, the efficiency of coffee franchises should be analyzed to establish strategies to maximize efficiency. Based on this study, the efficiency of coffee franchises should be analyzed to establish strategies to maximize efficiency.

• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.63-70
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• 2022

Due to the recent changes in the education market and Corona, Consumers have moved to the tutoring and online learning markets, and the large-scale education service franchise business is reorganized into a small-scale franchise, a business model that maximizes the profit structure from a position where sales are important. Recently, a new learning balance model that can provide individualized services from teacher-centered to student-centered, motivate students is required. In this paper, we propose a new mathematical franchise model (K-MODEL) that can improve a company's profit structure while satisfying the recent education trends and consumer needs from the point of view of the franchise. K-MODEL expects franchisor and franchisees to have a stable profit structure by developing differentiated content and services, learning and operating processes, and various programs to improve learning achievement.

• The Journal of the Korea Contents Association
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• v.11 no.11
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• pp.378-389
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• 2011

This study scrutinizes the similarity difference between parent brand product and extended brand product of franchise business and its effect on the attitude toward extended brand product. Results showed that the similarity difference is appeared according to product extended. The cognitive attitude and the behavioral attitude toward similarity difference are also appeared to be different as high in product similarity leads to high in both cognitive and behavioral attitude. The result also showed that the food similarity compare to the technological similarity has higher impact on attitude. These study results provided a significant insights in brand extension strategy of franchise business.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.182-189
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• 2022

As OTT services become popular worldwide, content IP expansion strategy has an important position in the platform media industry ecosystem where new content is constantly distributed. In particular, the method in which a successful narrative expands the elements constituting a specific world, that is, the Universe, is effective in reducing risk factors in content IP expansion and expanding content franchises. This study intends to examine how Marvel's cinematic Universe (MCU) is strategically performing content IP expansion while borrowing the multiverse concept and replicating and reproducing it by itself through narrative analysis of . As a result, the multiverse can reproduce an incomplete state by repeating the completed event, which can exist as another self-fulfilling content. At the same time, it can be an effective content IP expansion strategy in that each story can be produced because a single character can exist in multiple under the multiverse.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.644-652
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• 2019

This study recognizes the problem of terminology surrounding the concept of transmedia and attempts to arrange and examine the concept by applying the syntagmes theory of linguistics. In transmedia, the prefix 'trans' means transversal, transformation, and transcendence. This versatility of the word transmedia itself provides a starting point for recognizing the concept of transmedia as an incomplete syntagmes with the verbal paradigm of transversal, transformation and transcendence. Depending on who is the subject of media content, such as media companies, creators, and users, syntagmes of transmedia is linked to terms such as transmedia franchise, transmedia storytelling, and prosumer. The purposes of the three subjects in the discourse of transmedia are different, using IP, expanding the story world, and enjoying the work. However, the common desires of 'repeat', 'extension', 'secure' and 'connection' are found in the purpose of three subjects. If terms like transmedia franchise, transmedia storytelling, and prosumer are 'parols' of the transmedia concept, then repetition, extension, securing and linking are the 'langues' of the transmedia concept.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.197-198
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• 2019

본 발표문은 경남의 면요리 중에서 진주냉면과 의령소바의 관계에 주목한다. 원형의 진주냉면은 지금 복원된 바 없으나 인근에서 외식산업화로 성공한 의령소바에서 대부분의 흔적을 확인할 수 있다. 경남 면요리의 특징은 다양한 육수의 변화이다. 이러한 경남 면요리의 개성은 다양한 면요리 프랜차이즈 외식산업화의 가능성을 보여준다.

• Journal of the Korea Society of Computer and Information
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• v.26 no.12
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• pp.273-281
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• 2021

In this paper, we propose a ways how YouTube Mukbang content attributes affect favorability, satisfaction, and brand selection, and suggest to use YouTube Mukbang contents, and to propose a strategic marketing plan using YouTube at the food franchise. This study conducted survey on 218 people who had watched chicken Mukbang among YouTube Mukbang contents. Through previous studies, YouTube content attributes were classified into informativity, entertainment, reliability, and attractiveness. To verify the hypothesis of the study, single regression and multiple regression analysis were conducted for verifying the relationship between variables. Key results of the study are as follows. First, it was found that YouTube Mukbang content attributes had a positive relationship with favorability. Second, it was found that YouTube Mukbang content attributes had a positive relationship with satisfaction. Third, it was found that favorability had an effect on satisfaction. Fourth, it was found that favorability influenced brand selection. Fifth, it was found that satisfaction did not affect brand selection. Based on these findings, a strategic approach will be needed to increase users' favorability by providing attractive and accurate information through YouTube Mukbang contents and to continuously improve brand choices through continuous favorability to revitalizing YouTube marketing at the food franchise.