• 유통과학연구
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• 제13권4호
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• pp.65-76
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• 2015

Purpose - This article aims to present and test a model regarding franchisors' supporting activities that may positively influence franchisees' attitude toward the franchising headquarter and their own business performance. Moreover, the authors examine the moderating effect of competitive intensity between franchisee attitude and business performance. Most previous research focused on behavioral performance measurements such as satisfaction, trust, and commitment. There are few empirical studies that focus on financial performance data because it is difficult to determine a relational mechanism between behavioral and financial performance. Moreover, financial data is confidential and difficult to collect in many cases. However, this study measures financial performance (e.g., sales revenue per square meter) differently than most previous research, which is mostly focused on the behavioral performance measurements. Research design, data, and methodology - To test our hypotheses, we selected 137 franchisee managers who are running chains of one of the foremost bakery franchise brands in South Korea. This study carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed instrument by analyzing the data obtained from the samples. The data was analyzed using the AMOS structural equation modeling program. Results - The results indicated that: non-financial support activities (e.g., information exchange and communication) had a positive impact on the franchisee attitude toward the franchising headquarter. The franchisee attitude in turn had a positive effect on the headquarters' business performance. Furthermore, competitive intensity could enhance the relationship between franchisee attitude toward franchising headquarter and business performance in a local franchise market. However, financial support activities (e.g., rewards and promotional support) and training had no relationship with either franchisee attitude or business performance. Conclusions - This study provides some practical implications to franchisors in terms of franchise operation and store opening strategies. With respect to the franchise operation strategy, franchisors need to focus on non-financial rather than financial support. Most franchisees consider the necessity of financial support activities and not their sufficiency because these activities are specified in their franchise contract. In addition, it is important for franchisees to maintain a positive attitude for the franchise headquarters. The franchisees with a positive attitude for the franchisor can show a high degree of solidarity for various support activities, and it consequently determines franchisees' sales performance. In terms of franchise store opening strategy, this study suggests an additional criterion that can be considered in determining the location of direct and non-direct management stores (e.g., franchisees' stores). In this research, franchise stores located within high level of competitive intensity are shown to have a high relationship between franchisee attitudes of franchisor support activities and business performance compared to the franchisees located within low competitive intensity level. This result shows that opening non-direct franchise stores is more effective than direct stores in higher competitive market situations. Research contribution, implications, and further research directions are discussed at the end of the paper.

• 한국컴퓨터정보학회논문지
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• 제18권9호
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• pp.165-175
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• 2013

최근외식프랜차이즈 가맹본사수는증가하고 있지만 가맹본사가 성공보다는실패하는 경우가훨씬 많은 것으로 알려져있다. 여러 실패요인들중에하나는가맹본사의 투명하지못한 경영으로인해, 가맹본사와가맹점간의불신이 있다. 대형외식프랜차이즈경우에는이를 해소하기위해서는ERP와같은통합적정보시스템을이용하고있으나, 소형외식프랜차이즈 가맹본사인 경우는 금전적 인적 자원의 부족으로 매출, 발주관리 등의 기초적인 정보를 다루는 POS(Point of Sale)가 연계된 정보시스템을 겨우 운영하는 실정이다. 소형외식프랜차이즈들의 성공적인 운영을 위해서 저비용으로 현재 시점의 경영상황을 파악할 수 있는 원가관리시스템을 구축할 수 있는 연구가 필요하다. 본 연구에서는 원가관리가 가능하고, POS시스템 종류에 구애받지 않는 표준화된 데이터참조모델을 제안한다. 이를 통해 서비스의 연계 및 재사용성을 촉진하고 중복개발을 방지할 수 있으며, 가맹본사에서는 가맹점별 원가관리를 분석하여 가맹본사와 가맹점들은 투명한 점포경영 뿐만 아니라 효율적 경영지원이 가능하게 될 것이다.

• 한국프랜차이즈경영연구
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• 제3권1호
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• pp.111-129
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• 2012

국내 프랜차이즈 산업은 매년 10% 이상의 성장률을 보이고 있는 유망사업이자 유통업의 핵심으로 부상하고 있다. 또한 베이비부머 세대의 은퇴를 비롯한 사회문화적 현상으로 인해 당분간 프랜차이즈 산업의 성장은 지속될 것으로 예상되고 있다. 그러나 국내 프랜차이즈는 몇몇 소수의 업종을 중심으로 가맹본부 및 가맹점 진출이 집중되어 있어 신규가맹점을 확보하는데 그 한계를 드러내고 있다. 이에 포화 상태에 접어든 업종 내에서의 가맹본부는 성장을 위해 새로운 업종으로의 제2, 제3 브랜드로 사업 확장을 전개하고 있으나 성공보다는 실패가 더 많은 것이 현실이다. 따라서 본 연구에서는 (주)인토외식산업의 맥주바켓 사례를 중심으로 신규 브랜드 개발 방식 및 전개 후 결과에 대해 연구하고자 한다. 본 연구의 사례 분석 결과, 프랜차이즈 가맹본사는 지속적으로 환경 조사 및 분석을 해야 하며, 조사 방법과 조사된 내용을 통해 도출 되는 내용은 객관성을 전재로 해야 한다는 것이 나타났다. 이렇게 도출된 내용을 바탕으로 신규 브랜드의 Biz-Model을 수립해야 산업 및 고객으로부터 인정을 받을 수 있는 것이다. 포화상태의 치열한 환경에 속한 프랜차이즈 본사일수록 환경의 변화에 민감하게 대응을 하고 이를 기업 활동과 연계시킬 수 있는 능력을 필요로 한다. 선행적 대응을 통한 프랜차이즈 뉴비즈니스 런칭 사례인 (주)인토외식산업의 맥주바켓 성공사례를 통해 환경변화에 따른 대응 방법에 대해 연구할 필요성을 제기한다.

• 유통과학연구
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• 제12권3호
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• pp.43-53
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• 2014

Purpose - This study suggested a practical model for super supermarkets (SSMs) and small- and medium-sized stores to grow together. Super centers expanded their business. However, after the retail distribution law was revised in 2009, mutual cooperation between large and small enterprises resulted in social issues and people raised the issue of profitability. Research design, data, and methodology - This study investigated cases of regulation over distribution in Japan, France, and other countries to reveal implications and recommendations. Results - This study demonstrated how SSM and middle and small supermarkets could grow together by franchising and using cooperative society law. Franchising was a mutual growth model whereby the franchiser provided franchisees with large enterprise systems and utilities while franchisees could provide the franchiser with local information. They could thus build trust in each other to facilitate a mutual growth model. Further, the voluntary franchise system's model facilitated the mutual growth model. Conclusions - This study demonstrates that the franchise system and cooperative society could constitute an ideal model whereby large enterprises and middle and small stores could rely upon each other and grow together.

• 한국프랜차이즈경영연구
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• 제15권1호
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• pp.11-27
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• 2024

Purpose: This study empirically examines the bandwagon effects on the adoption of Kiosks for the restaurants' owners. Utilizing Davis (1989)'s Technology Acceptance Model as a framework, this study contributes to the literature by adding a bandwagon effect variable. Bandwagon effect has been studied extensively on the consumer marketing domain in terms of end-user behavior, but not on the business owners' willingness to invest on the new technology. Research design, data, and methodology: Davis (1989)' Technology Acceptance Model with added a bandwagon effect variable was set as a theoretical model. Data was collected via survey instrument from restaurants' owners who purchased or are considering a Kiosk. Structural Equation Modeling was used to empirically test the proposed model. Results: Results show that bandwagon effect is indirectly affecting to the adoption of Kiosks via perceived usefulness, trustworthiness, and interests. The bandwagon effects are NOT directly affecting the adoption of Kiosks. Conclusion: The findings suggest that buyers of Kiosks as storeowners (not end users) consider buying them after storeowners check perceived interests and trustworthiness from others. Thus, there could be a practical implication that it is important to illustrate perceived interests for the business to the storeowners when marketing new technology.

• 한국프랜차이즈경영연구
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• 제13권4호
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• pp.39-48
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• 2022

Purpose: COVID-19 has negatively influenced the financial performance of restaurant firms. Previous literature suggests that the franchising strategy effectively helps restaurant firms recover from difficult business conditions through various methods for expanding business size and enhancing business efficiency. According to risk-sharing theory, restaurant franchisors may minimize operational risks by sharing the risks with their franchisees. For instance, restaurant franchisors could generate more stable cash flow using franchise fees from their franchisees. However, research on the effect of franchise's risk reduction factor on business performance during pandemic is scarce. Thus, this study aims to examine the positive moderating effect of franchising between COVID-19 and restaurants' financial performance. Research design, data, and methodology: Panel data including financial information and franchising status of restaurant firms were collected for analysis. In order to control for unobserved firm-specific factors, generalized least squared estimation in fixed effects model was conducted. Huber-White robust standard errors were used to deal with heteroscedasticity issues. Results: It was found that COVID-19 pandemic has a negative effect on the restaurants' financial performance such as ROA (return on assets), ROE (return on equity), and PM (profit margins), which confirms the findings from existing literature. More importantly, results show that the degree of franchising has a positive moderating effect on the relationship between COVID-19 and financial performance of restaurant firms. This suggests that more active engagement in franchising may decrease negative impacts of COVID-19 on the restaurants' financial performance. Conclusions: The study supports existing literature related to risk-sharing theory, by confirming that pandemics, such as COVID-19, negatively affect financial performance of the restaurants. Furthermore, it was found that franchising strategy can help lessen negative impacts of pandemics on the firm performance. These findings can contribute to the franchise and restaurant management literature by suggesting the role of franchising in reducing business risks, thereby positively affecting financial performance. Moreover, this study offers business managers of franchisors and franchisees insights for utilizing franchising in restaurant risk management. Policymakers may also gain information on aiding restaurant firms during global crisis, such as COVID-19.

• 보건의료산업학회지
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• 제1권1호
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• pp.75-89
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• 2007

The start point of a franchise system such as Lotteria was in 1979. Since 1990, the franchise systems in Korea have rapidly spread over all industry types. As 'Franchise Law' was enforced in 2002, the expansion of a franchise picked up its' speed. The barbers and beauty parlors business has the same expansion trend. However, there was no study about the franchise systems in the barbers and beauty parlors business. The purpose of this study was to find the goodness of fit of the structured equation model proposed and identify the significances of relationships in the variables of justice perceptions, trust, satisfactions, business performances, switching barriers, switching cost etc. This study tries to find a solution for a good development between franchisor and franchisee in the barbers and beauty parlors business in Korea. The theoretical considerations about justice of this study is limited in reciprocal relation justice and procedure justice. And it did make simplify for trust, satisfaction, business performance, switching barrier. And switching barrier did measure as dimension of switching coot. From October 26, 2005 to October 29, this study collected 250 survey questionnaires from the franchisees located in Seoul, Busan, Daegu, Ulsan, and Keoyng-Nam. In analyses of using SPSS Windows 11.0 and LISREL 8.14, this study used 208 cases because 48 cases did not response appropriately. Tn conclusions. reciprocal justice perception and procedure justice jointly determined trust. Secondly, reciprocal justice perception significantly determined satisfaction. Procedure justice perception negatively determined satisfaction, but this relationship was not significant. Thirdly, reciprocal justice perception positively influenced business performance, and procedure justice negatively influenced business performance, but the last relationship was not significant Fourthly, trust positively significantly influenced satisfaction and business performance. Fifthly, satisfaction positively influenced business performance and true determined switching barrier positively. This study shows following: firstly, a composition concept did make structural relationship and secondly, a reciprocal relation justice of a franchisor did appear as an important variable and it gives positive influence to trust, satisfactions, business performance, switching barriers of the franchisees.

• 한국조리학회지
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• 제22권1호
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• pp.1-8
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• 2016

The purpose of this study is to develop and test a model that explains the effect of perceived service factors on: 1) experienced value, 2) trust, and 3) loyalty in context of franchise snack bar. In addition, the study will clarify how these variables relate to each other. The findings of this study identified that functional and humanic clues are the most significant components which influence on experiential value as well as trust in franchise snack bar sector. These findings may contribute to provide valuable marketing strategic for this business segmentation, and it can be utilized as a fundamental study to establish an efficient business plan to increase revenue in the industry.

• 한국유통학회지:유통연구
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• 제16권1호
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• pp.1-27
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• 2011

본 연구는 프랜차이즈 본사의 선택속성으로서 사전지원, 사후지원, 지각된 사업성과, 가맹본부와 가맹점의 커뮤니케이션, 가맹본부의 모럴해저드 등 외생변수가 매개변수인 가맹점의 만족과 위험지각에 미치는 영향을 분석하고, 이들 매개 변수가 다시 신뢰와 결과변수인 재계약의도에 미치는 영향관계를 분석하였다. 기존의 연구들과 차별점으로, 가맹본부의 가맹점에 대한 지원을 개점 전 지원인 사전지원으로, 개점 후 지원인 사후지원으로 구분하였고, 가맹점이 실제 사업운영 과정에서 느끼는 가장 중요한 지각된 사업성, 그리고 가맹본부와 가맹점의 쌍방향성의 커뮤니케이션 정도, 또 가맹본부의 모럴해저드를 연구모델에 설정하여 가맹점 만족, 위험지각, 신뢰, 재계약의도 등의 관계를 프랜차이즈 시스템의 실질적 관점에서 조사한 점이라고 할 수 있다. 연구결과 (1)가맹본부의 사전지원, 사후지원, 지각된 사업성, 커뮤니케이션, 모럴해저드는 가맹점 만족에 영향을 미쳤고, (2)지각된 사업성, 커뮤니케이션, 모럴해저드는 위험지각에도 유의한 영향을 미쳤으며, (3)만족과 위험지각, 신뢰 모두 재계약의도에 유의한 영향을 미친 것으로 나타났다. 또한 이러한 결과를 바탕으로 본 연구는 향후 프랜차이즈 산업발전에 발전적인 시사점을 제시하였다.

• 유통과학연구
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• 제15권6호
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• pp.47-56
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• 2017

Purpose - The purpose of this study is to examine the viability of imitation strategy. Imitation strategy is one of the strategic options that a late mover can choose, and by selecting the strategy, the company imitates key elements of the business model of first movers, and modifies them to suit its conditions. The author attempted to explain how the elements of first mover's business models were creatively adapted to suit the conditions of late movers so that they can secure market position face-to-face market leaders. Research design, data, and methodology - For the purpose of the study, Korean coffee franchise industry was selected to compare the strategies of first and late movers and to discuss imitation strategy in detail. The author conducted in-depth case study of first mover and business model innovator Starbucks and Ediya Coffee, one of their imitators. The paper examines how Ediya has imitated and modified the business model of Starbucks to secure its unique competitive position in domestic market by using value chain and generic strategy analysis. Results - Starbucks and Ediya were compared in terms of their interior design, the price level of beverages, the variety of side dishes, and shop locations. Starbucks have invested interior design heavily to shops, offered diverse beverages and side dishes with relatively high price, the shops are located in central areas, whereas Ediya has concentrated on achieving cost leadership in all value activities as maintaining the quality of key products. Ediya succeeded in achieving best-provider strategy, in which it enjoys both cost leadership and differentiation advantages, largely by the strategic alliance with the biggest coffee manufacturer, Dongsuh Foods in Korea. Conclusions - Though Ediya is the imitator of Starbucks, it has modified Starbucks business models and succeeded in providing the 'third place' experience for budget-minded customers. Ediya has also succeeded in benefiting its franchisees by lowering costs and simplifying the various tasks of coffee shop management. Due to these factors, Ediya could become one of the largest number shops as the coffee franchise in Korea.