• Journal of Distribution Science
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• v.15 no.2
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• pp.91-100
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• 2017

Purpose - Domestic franchise market has been grown steadily, reaching 50 trillion won in sales and 3,360 franchise headquarters in 2014. A franchise system is an effective business system for the franchisees to lower the failure rate due to the fact that the inexperienced entrepreneurs are supported by their headquarters through the franchisee contract. However, there are also conflicts between franchiser and franchisee behind the quantitative growth of domestic franchise industry. Therefore, it is very important to structure the causes of conflicts and to examine the effect of factors on the relationship commitment and performances. Research design, data, and methodology - In this study, the author divides the composite incompatibility between the franchise and the franchisee into goal incongruity, domain dissensus, and perceptual differences, and examines each dimension to the relationship with commitment and performances. To verify the proposed research model and test hypotheses, the author selected 200 franchise responses in food and beverage industry. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program. Results - The empirical findings provide goal incongruity and perceptual differences have a negative effect on the affective commitment, but not the calculative commitment. In addition, affective commitment and calculative commitment are found to have a positive effect on re-contractual intention and extended brand shop running intention, respectively. Affective commitment have a stronger effect on re-contractual intention than calculative commitment. Conclusions - First of all, the fact that goal incongruity and perceptual differences negatively affect the affective commitment, but it does not affect the calculative commitment. It means the relationship commitment in distribution channel are multi-dimensional concept that may be attributed to emotional or affective dimensions but may exist in terms of necessity or power-dependence. Second, the level of relationship commitment such as affective and calculative commitment to franchise headquarters positively affects the re-contractual intention and franchiser's extend brand shop running intention suggest that franchiser should encourage and support existing franchisee's commitment. Third, the fact that affective commitment has a greater effect on relationship performance than calculative commitment means to induce franchisee's affective commitment and to prevent the inconsistency between goals and perceptual differences.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.541-557
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• 2016

The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.39-49
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• 2012

The purpose of this study is to analyzed that the perceived price and VMD fitness of the SPA(speciality store retailer of Private label Apparel) brand characteristics impacts on multidimensional commitment consist of affective commitment, calculative commitment and behavioral commitment. Using SPSS 18.0 and AMOS 18.0 by structural equation modeling analysis, we found that perceived price have effects on affective commitment, behavioral commitment and calculative commitment significantly, and VMD fitness have effects affective commitment significant only. Affective commitment and calculative commitment on behavioral commitment was affected significantly. Through this study we found that perceived price and VMD fitness SPA brand maintaining relationships between the consumer and the seller are an important factors.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.899-909
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• 2015

TV home shopping maintains annual growth in the midst of harsh competition by numerous fashion retail channels. This study investigated the dimensions of service quality of TV home shopping for fashion products as well as the effect of service quality on relationship commitment and customer loyalty. Questionnaires were distributed to consumers in their 20s to 40s who purchased fashion products via TV home shopping in the past 6 months. A total of 240 questionnaires were put into the analysis. The results are as follows. First, four dimensions of service quality of TV home shopping were found: convenience, economy, entertainment, and information seeking. Relationship commitment had two dimensions of affective commitment and calculative commitment. Second, the service quality of TV home shopping affected customer loyalty through a relationship commitment. The predictors of affective commitment were entertainment, economy, and information seeking; in addition, those of calculative commitment were economy and entertainment. Third, both affective commitment and calculative commitment predicted customer loyalty to TV home shopping. The affective commitment had more predictive power. The findings show that the service quality of TV home shopping did not directly affect customer loyalty, but they had influence through relationship commitment variables. Entertainment and economy were the most powerful predictors among service quality dimensions.

• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.753-762
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• 2013

This study identifies meaningful factors that influence relationship switching intention and multi-channel use intention for department store customers. Two types of commitment (affective and calculative commitment) are proposed as mediators between satisfaction and behavioral intention. A web-based survey collected fashion product data from consumers who had a relationship with a department store. A total of 150 responses were analyzed by frequency analysis and reliability analysis, CFA, and SEM analysis with SPSS 18.0 and AMOS 18.0. Department store attributes were composed of four factors (product, salespersons, facilities and place, and price and promotion). Department store satisfaction was specified as a second order latent construct which was reflected in the satisfaction with the four department store attributes. Department store satisfaction had a significant negative influence on calculative commitment and a positive effect on affective commitment. Calculative commitment affected switching intention and affective commitment determined multichannel use intention. This study has implications for retail marketers that target fashion consumers and academics who research consumer behavior in retail settings. The most important result is that the affective commitment and the calculative commitment serve different functions. Department store managers need to make an increased effort to instigate an affective customer commitment in order to reduce switching intention.

• The Journal of Information Systems
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• v.21 no.1
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• pp.47-68
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• 2012

The purpose of this study is to investigate two components of commitment(affective commitment and calculative commitment) and relational equity on loyalty. In addition, The authors analyzed the moderating effect of length of relationship on the effects of commitments and relational equity on switching intention. Major findings can be summarized as follows. It was found that affective commitment made a negative impact on switching intentions and a positive impact on w-o-m. Calculative commitment had no effect on switching intention and w-o-m while it made a negative effect on w-o-m in handset side only. Relational equity appears to bolster a negative effect on switching intention and a positive effect on w-o-m. Also length of relationship seems to moderate the effect of relational equity on switching 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.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.8
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• pp.1202-1212
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• 2008

As increasing the rates of purchasing cosmetic in internet shopping mall, the relationship marketing between purchaser and shopping mall service providers has become more important. At this point, the purpose of this study was to investigate factors of relational benefits and commitment, and to analyze the effects of relational benefits and commitment on word-of-mouth intention and repurchase intention for cosmetic purchaser in internet shopping mall. With convenience sampling, the research was surveyed to 20’s to 30’s female and male who had purchased cosmetics in internet shopping mall. The 308 responses were analyzed by frequency analysis, factor analysis, reliability test, and multi-regression analysis. The results were as follows. First, the factors of relational benefits were divided into psychological benefits, social benefits, and economic benefits. Also the factors of commitment were divided into calculative commitment and affective commitment. Second, only psychological benefits affected to calculative commitment, and all three factors of relational benefits affected to affective commitment. Third, the word-of-mouth intention for cosmetic purchaser in internet shopping mall was affected by psychological benefits, social benefits, economic benefits, calculative commitment and affective commitment. Lastly, the repurchase intention of cosmetic in internet shopping mall was affected by psychological benefits, social benefits, economic benefits, calculative commitment, affective commitment and the word-of-mouth intention.

• Information Systems Review
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• v.13 no.3
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• pp.65-81
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• 2011

The purpose of this study is to examine the role of social communication through the information technology, affective commitment and calculative commitment in globally integrated. The structural equation modeling technique was used to evaluate its empirical validity and causal relationship using data collected from a survey by a transnational corporation. The result revealed that social communication between employees through the information technology led to having a direct effect on both affective commitment and calculative commitment beyond the simple communication tool. Also the social communication had a positive effect on globally integrated. Both affective commitment and calculative commitment have a positive effect on globally integrated. From the result, we could find that affective commitment and calculative commitment partially play a mediating role between social communications and globally integrated. This result offered both recommendations and implications for firms attempting to innovate in order to be transnational corporations.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.147-160
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• 2014

This study examines the effects of store environment on consumer commitment to department stores and the differences among department stores. A self-administered questionnaire was developed based on existing scales in the literature and the result of qualitative research. The survey was conducted on 500 female consumers in their 20s to 40s in Seoul, Incheon and Gyeonggi areas in Korea. Data were analyzed using descriptive statistics, factor analysis, ANOVA, and regression analysis via SPSS Win 16.0. The results were as follows: First, three department stores revealed statistically significant differences in the diversity of facilities, store atmosphere, locational convenience and policy. Second, affective commitment to department stores was affected by salesperson service, policy, diversity of facilities, product assortment, store atmosphere and locational convenience. Calculative commitment in department stores was affected by policy, diversity of facilities, store atmosphere and locational convenience. There were also significant differences on store environmental factors that influence affective commitment and calculative commitment among department stores.