• 한국유통학회지:유통연구
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• 제16권1호
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• pp.95-115
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• 2011

본 연구는 Kano모델을 활용하여 프랜차이즈 매장에 관한 다양한 품질요인들의 속성을 고객의 관점에서 분류하였다. 또한, 각 품질요인들이 고객의 만족 또는 불만족에 미치는 상대적 영향력을 분석해 보고자 만족지수와 불만족지수를 산출하였다. 자료 수집을 위해 외식 프랜차이즈 매장 방문 경험이 있는 서울 및 전국광역시 거주 성인들을 대상으로 온라인조사를 실시하였으며, 총 257개의 응답이 분석에 사용되었다. 분석 결과, 해당 품질요소가 충족이 되지 않는 경우 소비자의 불만으로 이어지는 요소에는 매장 청결도, 직원 친절도 및 숙련도, 편의시설 제공 등이 포함되는 것으로 나타났다. 프랜차이즈 사업에서 매장 간 음식메뉴의 구색, 가격, 품질수준, 인테리어, 고객서비스 절차 등의 표준화는 중요하게 생각되어 왔으나, 이 중 음식 가격의 동일성만이 고객의 불만족과 깊은 관계를 가지고 있었다. 충족이 되지 않아도 상관없지만 충족이 되는 경우 고객들의 호의적인 반응을 이끌어낼 수 있는 요소로는 외부기관으로부터의 수상 또는 인증 경력, 프랜차이즈 브랜드의 해외진출, 경품이벤트 및 사용금액에 따라 혜택을 주는 로열티 프로그램의 실시, 그리고 우수한 매장접근성이 해당되었다. 프랜차이즈 브랜드를 상대적으로 자주 이용하는 헤비유저의 경우, 정기적인 신메뉴 출시 또한 매력적인 품질요인으로 생각하고 있었다. 본 논문은 경영자가 우선적으로 관심을 두고 개선하여야 하는 부분과 경쟁력 확보를 위해 추가적으로 투자해야 할 부분이 어디인가에 대한 시사점을 제공해 준다는 점에서 연구의 의의가 있다.

• 산경연구논집
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• 제10권2호
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• pp.39-49
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• 2019

Purpose - Customer loyalty and citizenship behavior are key success factors of franchise system. They make the management of franchisee more effective and efficient. Prior studies, however, mainly dealt with only acquisition utility of customer, such as perceived product/service quality and brand reputation to explain customer loyalty and citizenship behavior, which explains only on one side. We tried to investigate the effect of exchange utility of customer, such as relationship strength and psychological obligation together with the acquisition utility. In addition, we tried to investigate the relationship between customer loyalty and citizenship behavior in franchise context. Research design, data, and methodology - This study used data collected from the dining franchisee managers of 342 franchisors in South Korea. The franchisors consist of more than ten franchisees, the majority of which participated directly in the transaction with franchisor and have worked for more than six months. To test the hypotheses, the study used structural equation model analysis. Results - H1-1, 1-2, 1-3 predicted that acquisition utility would increase customer loyalty to franchisee. In support of H1-1, 1-2, 1-3, the results indicated that acquisition utilities such as perceived product value, perceived service value, and franchise brand reputation had positive effects on customer loyalty. H2-1, 2-2 predicted that exchange utility would increase customer loyalty to franchisee. In support of H2-2, the result indicated that psychological obligation had positive effects on customer loyalty like other acquisition utilities. However, H2-1 was not supported. Relationship strength had no significant effect on customer loyalty. H3 predicted that customer loyalty would increase customer citizenship behavior. In support of H3, the results indicated that customer loyalty had positive effect on customer citizenship behavior. Overall, the evidences generally supported the hypotheses. Conclusion - The results of the study show that not only acquisition utility but also exchange utility increases customer loyalty to franchisee and also show that customer loyalty increases customer citizenship behavior. Interestingly, however, relationship strength has no significant effect on customer loyalty. These results have two implications. The one is that increasing exchange utility can improve customer loyalty as acquisition utility can. The other one is that both of customer utilities can improve customer citizenship via customer loyalty.

• 한국프랜차이즈경영연구
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• 제3권2호
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• pp.79-102
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• 2012

본 연구는 대형마트, 기업 형 슈퍼마켓 (SSM) 에 대한 출점 및 영업규제를 2009년 이전과 2009년 이후로 구분하여 연구하였다. 대형마트, 기업 형 슈퍼마켓 입장에서 영업 및 출점규제 법률시행에 따른 향후영향 및 대응 방안과 대안을 제시 하고자한다. 특히 2009년 이후 기업 형 슈퍼마켓의 출점 증가로 중소상인 보호를 위하여 유통법이 개정되어 출점과 영업규제 법률이 통과되고 조례제정을 통하여 규제가 현실화되었다. 이러한 법 개정이 외국사례와 국제법과 비교해서 그 타당성의 여부를 확인하고 향후방향을 제시했으며 실질적인 영세 상인임에도 오히려 과잉규제 대상이 된 프랜차이즈 슈퍼마켓 가맹점의 선의에 피해에 대한 법률적 구제방안도 제안하고자 한다. 본격적인 규제시행으로 유통업계는 해외진출 가속화, 유통업자 상표개발확대, 해외소싱상품 개발 등 경쟁력 강화를 위한 방안을 강구하고 중소상인과 대기업간의 상생모델인 프랜차이즈 가맹사업으로 사업방향을 전환하여 실질적인 상생협업모델을 추진하고 상생협력도 구축하면서 지속적인 성장을 추구해야한다.

• 통상정보연구
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• 제18권4호
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• pp.333-358
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• 2016

본 연구는 교육서비스 프랜차이즈 제휴 운영에 있어 효과적인 자원배분을 위한 전략적 대안을 제시하고자 프랜차이즈 본사와 가맹원간 관계특성이 관계품질과 제휴의 관계적 성과에 미치는 프로세스를 제안하였다. 모델의 검증을 위해 교육업에 종사하는 가맹원을 대상으로 설문조사를 실시하였으며, 수거된 설문지 중 200개의 설문지를 분석에 사용하였다. 분석결과, 대칭적관계보다는 비대칭적관계에 의해 관계품질의 수준이 더욱 영향을 받는 것으로 나타났다. 특히 교육서비스의 경우 프랜차이즈 본사와 가맹점간 거래특유투자의 불균형이 관계품질을 저하하는데 가장 큰 영향력을 미치는 것으로 나타났다. 또한 외국계 프랜차이즈와 비교하였을 때 국내 로컬 프랜차이즈는 외국계 프랜차이즈보다 역할과 책임의 불균형이 크고, 가맹점들이 기회주의행동을 할 가능성이 높은 것으로 나타났다.

• 유통과학연구
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• 제11권6호
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• pp.51-58
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• 2013

Purpose - Nowadays, more than ever before, fierce competition, deep market segmentation, short product life cycles, and intensifying customer needs are putting increasing pressure on franchise's organizations to satisfy their customers by creating market-oriented relationships with and enhancing their market knowledge of them. One way that this might be achieved is by establishing deep ties (i.e., job commitment and job satisfaction) with their employees. Therefore, the purpose of this study is to examine how two important constructs of franchises' strategic efforts, LO (learning orientation) and RMO (relationship marketing orientation), affect job satisfaction, given the mediating role of job commitment. A franchise system comprises a set of contractual arrangements by which mutual obligations are performed. An organizational learning goal motivates employees to improve their abilities and master the tasks they perform. Relationship marketing, in addition, is to identify, establish, maintain, and enhance relationships with customers and other stakeholders to ensure that the objectives of all parties are met and this is done through the mutual exchange of promises. In a relationship marketing orientation, then, a firm creates, maintains, and enhances a strong relationship with its customers by sustaining long-term ties. This study was designed to examine the evolution of various theoretical approaches to franchise systems in order to determine whether theories about firms have significantly affected the franchise system. To this end, the authors developed a structural model consisting of several constructs. Previous studies have suggested that franchises' learning and relationship marketing orientations are important occupational immersion dimensions driving job satisfaction. Research design, data, methodology - We empirically tested a process of how the learning orientation and the relationship marketing orientation influence job commitment and job satisfaction using survey data drawn from 150 responding franchisees who were interviewed about their individual tendencies. Results - The results of this study provide empirical evidence that learning orientation, relationship marketing orientation, and job commitment all influence franchisees' job satisfaction. The results of this study indicate that, first, learning orientation had a significant effect on job satisfaction; second, relationship marketing orientation was positively related to job commitment; third, job commitment had a significant effect on job satisfaction. We also found that relationship marketing orientation and job satisfaction were mediated by job commitment. Conclusions - The findings of this study confirm the importance of learning orientation and relationship marketing orientation in maintaining a positive marketing relationship between franchiser and franchisee from to the perspective of the market. This indicates that franchiser support such as educational programs provided by the franchiser will help franchisees attain higher business management achievement and satisfaction. Moreover, a positive relationship between franchisees and consumers can be maintained through tie effects. Our findings also suggest that learning orientation plays a critical role in job satisfaction within the franchise system.

• 디지털융복합연구
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• 제18권4호
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• pp.177-191
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• 2020

본 연구는 프랜차이즈 경영자의 사적 효용 동기에서 비롯된 자기과시적 성향이 기업의 원가행태에 어떠한 영향을 미치고 있는지를 검정하고자 하였다. 연구 문제를 해결하기 위해 국내 프랜차이즈 경영자의 자기과시적 성향에 대한 대용치를 개발하고 이들 특성 변수를 그룹화하여 그룹별 독립변수가 영업비용인 종속변수에 미치는 영향을 다중회귀모형을 이용하여 비교·분석하였다. 연구 결과, 프랜차이즈 경영자의 자기과시적 성향은 매출 감소 시 영업비용의 하방경직성을 강화시키게 되고, 자기과시적 성향이 커질수록 하방경직성은 더욱 강화되어 나타났다. 본 연구는 기존 연구에서 수행되지 않았던 프랜차이즈 경영자의 갑질 행위 등의 자기과시적 성향에 대한 대용치를 개발하여 향후 프랜차이즈 경영자에 대한 연구를 강화하고, 기업의 영업비용에 미치는 경영자의 자기과시적 속성의 영향을 확인함으로써 예비창업자, 가맹점주, 투자자 등의 프랜차이즈 이해관계자에게 유용한 정보를 제공할 것이다.

• 유통과학연구
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• 제14권7호
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• pp.91-100
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• 2016

Purpose - Recently actively growing franchise systems distribution channel system in which franchise headquarter compared with franchise occupies an important place in distribution channel. Due to this, franchise and franchise headquarter are interdependent on task and in this situation the goal they go after, motivation and objective are probably inconsistent. If so, possibility to participate goal setting process or operating activity of opposite side is becoming bigger and in the end conflict may generate. The purpose of this study is to examine the role of the supervisor's attitude and expertise as moderating factors in the relationship between goal-incongruity/coercive power/role-incongruity and the conflict perceived by franchisee. Research design, data and methodology - This study was intended to verify how the supervisor's attitude and expertise as moderating factors in the relationship between goal-incongruity/coercive power/role-incongruity and the conflict perceived by franchisee. In order to achieve the purpose of this study, some study models and hypotheses have been established through theoretical examinations. Then, using these scales, the researcher completed the questionnaire survey. To test our hypotheses, the survey was conducted from March 9, 2016 for 20 days by random sampling, The study was implemented through a descriptive survey method using a self-administered questionnaire. A survey of 124 restaurant franchisee across Seoul and Gyeonggi Province was performed. A total of 124 completed responses were analyzed. In this study, I used SPSS 22.0 to analyze data and did frequency analysis to see demographic, and general features of the respondents; also did exploratory factor analysis to examine the validity of the items of measurement. Factor analysis was first calculated at a minimum, the number of factors, principal component analysis used when variables are committed to maximising the information with (principle component analysis) and the rotation of factors were angry about the great variable factors than 1.0 by applying Varimax rotation. In addition, I used the value of Cronbach's (Alpha) to examine the reliance of questionnaire items, final analysis the reliability factor can be found both high reliability hayeoteumeuro exceeds over 0.6 and did Multiple regression analysis to test hypothesis and also did hierarchical regression analysis to examine moderating effect. Results - To analyze the proposed model, according to the analysis result, it was found that the influence of goal-incongruity, coercive power, and role-incongruity on the perceived conflict of franchisee is moderated by the supervisor's attitude and expertise. That is, the more the supervisor's attitude and expertise were positive, the more the conflicts of the goal-incongruity, coercive power, and role-incongruity were decreased. It also confirmed previous research's finding that goal-incongruity, coercive power, and role-incongruity positively influence on the conflict. Conclusions - According to the results of this research which reduces the conflict of franchise from the in consistent goal; coercive power, and inconsistent role of superiors, it provides very important implications for franchise headquarter which has franchise system and also give them some suggestion about how to recruit superiors and what kind of training may be fit for the superiors.

• 유통과학연구
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• 제11권1호
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• pp.25-34
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• 2013

Purpose - This study examines the adverse press coverage that has increased in proportion to the remarkable growth of various kinds of franchise businesses in the food service industry. Today, the trust of franchisees in relation to their franchisor, and the maintenance of good relations between the two, has become a significant social issue. This study investigates relationship satisfaction and the long-term commitment between the franchisor and franchisee. Research design, data, methodology - We used a path analysis to investigate the relationship between justice and trust, trust and relationship satisfaction, justice and relationship satisfaction, trust and long-term commitment, and relationship satisfaction and long-term commitment. Structural Equation Modeling and a Sobel test were used to investigate the mediating effects of trust and relationship satisfaction. Data were collected from 237 Food Franchisees in Seoul and Gyeonggi Province in order to test the theoretical model and its hypotheses. Two research methodologies are generally used in the distribution management field. For this study, an empirical method was used. Results - A causal analysis was carried out to test if the research model has a sufficient fit index (for instance, χ² = 46.694, df = 10, p = .000, GFI = 0.946, AGFI = 0.850, RMR = 0.034, NFI = 0.966, CFI = 0.973), and the results showed that the model was sufficient, thus demonstrating the suitability of the research model. Each hypothesis had a positive influence, both on long-term commitment and relationship satisfaction. Justice with the franchisor had a positive influence on trust. Relation satisfaction cognized by franchisees was found to positively influence long-term commitment. The franchisee perception of justice in relation to the franchisor had no significant influence on long-term commitment. The study investigated the hypothesis that trust could mediate justice and long-term commitment, and that relationship satisfaction could also mediate long-term commitment Both trust and relationship satisfaction were found to be important for long-term commitment. Specifically, trust sub-factors and justice sub-factors influenced long-term commitment. Identification-based and knowledge-based trust were more important than calculus-based trust. Distributive justice was deemed more important than procedural justice; distributive justice should thus be strengthened. Conclusions - Both franchisor and franchisee were independent businesses. Evidently however, the franchisor could not ensure profit without long-term commitment from the franchisee. As for the success of the franchise business, the franchisor should carry out appropriate strategies leading to a satisfactory relationship. For example, transparency makes it possible to maintain and enhance trust and to improve relationship satisfaction. Just relations between franchisor and franchisee should make it possible to maintain and enhance the franchisee's trust. The franchisor should provide a variety of information with respect to the franchisee's business success. Finally, in order to improve the franchisee's long-term commitment, the franchisor should ensure a just approach with trust and relationship satisfaction among their strategies.

• 한국프랜차이즈경영연구
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• 제4권1호
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• pp.55-71
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• 2013

본 연구에서는 프랜차이즈 조직에 있어서 교육훈련 프로그램 운영에 따른 만족/ 불만족이 신협조직의 성과에 어떠한 영향을 미치고 있는가에 대해 분석하고자 하였다. 이를 위해서 교육훈련 프로그램변수에는 동기유발, 역할지각, 고객지향성을 독립변수로 하고, 만족/불만족을 매개변수로 하였으며, 종속변수로 설정한 성과에는 영업능력향상, 직무만족, 장기근무의지를 지정하여 SPSS/PC+ 통계프로그램을 이용하여 통계처리 하였다. 그 결과 교육훈련 프로그램의 만족이 장기근속에 가장 큰 정(+)의 영향을 미치는 것으로 나타났다. 따라서 우리사회에서 생활편의를 제공하는 프랜차이즈의 장기적 성장을 위해서는 알차고 내용이 충실한 교육훈련 프로그램을 개발하고 지속적으로 실행함이 무엇보다 중요하다는 사실을 발견하였다. 이러한 연구의 결과를 얻기 위한 논문의 체계는 I장 서론에서 문제의 제기와 연구의 목적을 들었고, II장 이론적 고찰에서는 교육훈련 프로그램의 내용 및 기대요인 즉, 동기유발, 역할지각, 고객지향성을 살펴보았고, III장에서는 연구의 방법으로 연구의 모형과 가설을 설정하였으며, 또한 실증조사의 설계와 자료분석방법을 제시하였다. IV장에서는 실증분석으로 측정도구의 검증과 상관관계분석, 신뢰성 검증을 실시하였으며, 가설을 검증한 후 V장에서 결론을 맺었다.

• 한국프랜차이즈경영연구
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• 제11권4호
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• pp.31-44
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• 2020

Purpose: The purpose of this study is to examine the effects of CEO's self-determination on entrepreneurship, business performance (operational and financial performance). Also, this research provide some strategic insights for improving business performance. In the proposed model, self-determination consists of autonomy, competence, and relatedness, and entrepreneurship consists of innovation, initiative and risk sensitivity, and proactiveness. More specifically, this study proposes a framework that entrepreneurship and operational performance will play mediating roles between self-determination and financial performance. Research design, data, methodology: In this study, an online survey was conducted on SME CEOs for analysis, and a total of 122 samples were used. In the analysis process for hypothesis verification and evaluation, frequency analysis was first performed to identify the demographic characteristics of the respondents, and confirmatory factor analysis was conducted to assess the reliability and validity of the measurement model. In addition, a structural model analysis was conducted to examine the structural relationships between CEO's self-determination, entrepreneurship, and business performance (operational and financial performance) using SmartPLS 3.0. Results: The findings and summary are as follows. First, the autonomy of self-determination has a positive effect on entrepreneurship. Second, the competence of self-determination affects entrepreneurship and operational performance. Third, it affects the innovation, initiative and risk sensitivity of the CEO's entrepreneurship, and ultimately, its operational performance. The results show that the business performance of Start-up also increases when self-determination can be a factor in increasing entrepreneurship in three sub-dimensionalities. Conclusions: The conclusion of this study is that in order for SMEs to develop into a sustainable company by securing competitiveness after start-up, external motivation such as external help and support from the state (local government) is important, but competence and relationship, which are components of self-determination. The intrinsic motivation of the CEO may be more important. To this end, CEO's should prioritize learning for competency development, and the government should pay attention to providing various educational programs through establishment of education policies and education systems to enhance the competency of start-up CEO's.