• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.65-88
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• 2008

Since the implementation of economic reforms in 1978, the Chinese economy grows rapidly at an average annul growth rate of 9% over the post two decades. Franchising has been widely recognized as an important source of entrepreneurial activity. Trust is important in that it facilitates relational exchanges by permits partners to transcend short-run inequities or risks to concentrate on long-term profits or gains. In the relationship between the franchisors and franchisees, trust has been described as an important source of competitive advantage. However, little research has been done on the factors affecting trust in Chinese franchisor-franchisee relationships. The purpose of this study is to investigate what factors affect the trust in the franchise system in China, and to provide guidelines and insights to franchisors which enter Chinese market. In this study, according to Morgan and Hunt (1994), trust is defined as the extending when one party has confidence in an exchange partner's reliability and integrity. We offered a conceptual model of the empirical study. The model shows that the factors affecting the trust include franchisor's supports, communication, satisfaction with previous outcome and conflict. We also suggested the franchisor's supports and communication like to enhance the franchisee's satisfaction with previous outcome, and the franchisor's supports, communication and he franchisee's satisfaction with previous outcome tend to decrease conflict. Before the formal study, a pretest involving exploratory interviews with owners from three franchisees was conducted to make sure the questionnaire was relevant and clear to the respondents. The data were collected using trained interviewers to carry out personal interviews with the aid of an unidentified, muti-page, structured questionnaire. The respondents comprised of owners, managers, and owner managers of franchisee-owned food service franchises located in Beijing, China. Even though a total of 256 potential franchises were initially contacted, the finally usable sample consisted of 125 respondents. As expected, the sampling method was successful in soliciting respondents with waried personal and firm characteristics. Self-administrated questionnaires were used for all measures. And established scales were used to measure the latent constructs in this study. The measures tapped the franchisees' perceptions of the relationship with the referent franchisor. Five-point Likert-type scales ranging from "strongly disagree" (=1) to "strongly agree" (=7) were used throughout the constructs (trust, eight items; support, five items; communication, four items; satisfaction, six items; conflict, three items). The reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than.80. The proposed measurement model was estimated using SPSS 12.0 and AMOS 5.0 analysis package. We conducted A series of exploratory factor analyses and confirmatory factor analyses to assess the convergent validity, discriminant validity, and reliability. The results indicate reasonable overall fits between the model and the observed data. The overall fit of measurement model were $X^2$= 159.699, p=0.004, d.f. = 116, GFI =.879, NFI =.898, CFI =.969, IFI =.970, TLI =.959, RMR =.058. The results demonstrated that the data reasonably fitted the model. We also examined construct reliability and reliability and average variance extracted (AVE). The construct reliability of each construct was greater than.80 and the AVE of each construct was greater than.50. According to the analysis of Structure Equation Modeling (SEM), the results of path model indicated an adequate fit of the model: $X^2$= 142.126, p = 0.044, d.f. = 115, GFI =.892, NFI =.909, CFI =.981, IFI =.981, TLI =.974, RMR =.057. As hypothesized, the results showed that it is strategically important to establish trust in a franchise system, and the franchisor's supports, communication and satisfaction with previous outcome tend to reinforce franchisee's trust. The results also showed trust seems to decrease as the experience of conflict episodes increases. And we also noticed that franchisor's supports and communication tend to enhance the franchisee's satisfaction with previous outcome, and communication tend to decrease conflict. If the trust between the franchisor and franchisee can be established in a franchise system, franchising offers many benefits and reduces many costs. To manage a mutual trust of relationship with their franchisees, franchisor's should provide support effectively to their franchisees. Effective assistant services have direct effect on franchisees' satisfaction with previous outcome and trust in franchisor. Especially, franchise sales process, orientation, and training in the start-up period are key elements for success of the franchise system. Franchisor's support is an accumulated separate satisfaction evaluation with different kind of service provided by the franchisor. And providing support definitely can improve the trustworthy image of the franchisor. In the franchise system, conflicts of interests and exertions of different power sources are very common. The experience of conflict episodes seems to negatively relate to trust. Therefore, it is important to reduce the negative side of the relationship conflicts. Communication actually plays a broader role in reducing conflict and establish mutual trust in franchisor-franchisee relationship. And effective communication between franchisors and franchisees can improve franchisees' satisfaction toward the franchise system. As the diversification of Chinese markets, both franchisors and franchisees must keep the relevant, timely, and reliable communication. And it is very important to improve the quality of communication. Satisfaction with precious outcomes seems to positively relate to trust. Franchisors and franchisees that are highly satisfied with the previous outcomes that flow from their relationship will perceive their partner as advancing their goal achievement. Therefore, it is necessary for both franchisor and their franchisees to make the welfare of partner with effort. Little literature has focused on what factors affect the trust between franchisors and their franchisees in China. This study developed the hypotheses regarding the factors affecting trust in the transaction relationship. The results of data analysis supported the hypotheses strongly. There are certain limitations in this study. First, we may point out that some other factors missed in this study could be significantly important. Second, the context of this study, food service industry, limits its potential generalizability for all franchise systems. More studies in different categories of franchise system are needed to broaden its generalizability. Third, the model was tested empirically in a sample in Beijing, more empirical tests of the proposed model in other Chinese areas are needed. Finally, the analysis in this study was solely based on the perception of franchisees and the opinions of franchisors were not included.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.4
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• pp.456-463
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• 2006

The purposes of this study were to extract choice attributes of bakery cafe customers and to conduct important- performance analysis (IPA) of choice attributes perceived by bakery cafe customers. The questionnaire was developed through literature review and focus group interview, and modified after pilot test. The questionnaires for main survey were distributed to 320 males and females aged 20 and over in Seoul. A total of 275 questionnaires were used for analysis (85.9%) and the statistical analyses were conducted using SPSS Win (12.0) for descriptive analyses, exploratory factor analysis, reliability analysis, and correlation analyses. The main results were as follows. 'Products', 'convenience to use', 'services and price', 'interior environments' 'brand' and 'location' dimensions were extracted as choice attributes dimensions of bakery cafe customers and customers of bakery cafe regarded 'sanitation and cleanness', 'kindness of employees', 'quality of products', 'comfortable and pleasant facilities' and 'taste of bakery products' as more important than other attributes. In addition, the results of IPA showed that marketing managers of bakery cafes should focused on the dimension of 'services and price' in the reason that this dimension was low at performance although customers regarded it very important. Overall, researchers and managers of bakery cafes should understand unique choice attributes of bakery cafe customers, and make efforts to establish marketing strategies that meet bakery cafe customers' needs.

• Culinary science and hospitality research
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• v.21 no.6
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• pp.49-62
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• 2015

Give that statistical analysis is an essential component of foodservice-related research, the purpose of this review is to analyse research trends of statistical methods applied to foodservice-related research. To achieve these objective, this study carried out a content analysis on a total of 251 out of 415 research articles published in The Korean Journal of Culinary Research(TKJCR) from January 2010 to December 2013. Of the total 164 research articles focussing on natural science research, qualitative research, articles written in English were excluded from the scope of this study. The results of this study are as follows. First, it turned out that 269 research articles applied quantitative research methods, and only 10 articles applied qualitative research methods among the 279 research articles based on social science research methods. Second, 20 article (8.0%) among the 251 did not specify the statistical methods or computer programs that were used for statistical analysis. Third, it was found that 228 articles (90.8%) used the SPSS program for data analysis. Fourth, in terms of frequency of use, it was revealed frequency analysis was most used, followed in order by reliability analysis, exploratory factor analysis, correlation analysis, regression analysis, structural equation modeling, confirmatory factor analysis, t-test, variance analysis, and cross tabs analysis, However, 3 out of 56 research articles that used a t-test did not suggest a t-value. 10 out of 64 articles that used ANOVA and demonstrated a significant difference in between-group mean did not conducted post-hoc test. Therefore, the researchers with interest in foodservice fields need to keep in mind that choosing and applying the correct statistical technique both determine the value and the success or failure of a study. To enhance the value and success of a study, it is necessary to use the proper statistical technique in an efficient way in order to prevent statistical errors.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.22-32
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• 2016

This study examined the factors that affect the relationship between job characteristics, job satisfaction and turnover intention. A total of 300 questionnaires were distributed to bakery workers, of which 279 were deemed suitable for analysis after the removal of 21 unusable responses. In order to perform statistical analyses required in the study, AMOS and SPSS 18.0 statistical software were employed for frequency analysis, factor analysis, reliability analysis, correlations, and regression analysis. The results of exploratory factor analysis showed that four factors regarding local specialties job characteristics were extracted from all measurements with a KMO of 0.766 and a total cumulative variance of 67.905%. With regard to job satisfaction, one factor was extracted with a total cumulative variance of 64.955% and a KMO score of 0.733. One factor for turnover intention was extracted that accounted for a total cumulative variance of 64.689% and a KMO score of 0.760. All factors were significant to 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships among job characteristics, job satisfaction and turnover intention was partially adopted.

• Culinary science and hospitality research
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• v.16 no.2
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• pp.170-184
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• 2010

As Korean cuisine is one of our cultural assets and has global potential, it needs to be better marketed and known to the world. However, there is a lack of research examining what to and how to globalize Korean cuisine practically. Therefore, the purpose of this study is to suggest fundamental reasons and ways to globalize Korean cuisine from a multicultural point of view. A Delphi method was selected because the study is suitable for a structured group of experts instead of unstructured groups or individuals. A panel of experts were selected from two groups, Korean experts and international experts. This research established the characteristics of Korean foods, the difficulties of Korean cooking methods and the incorporation or substitution of Western ingredients in two rounds. A panel of experts suggested strategies for globalizing Korean cuisine in the third round. As a result, meaningful solutions were suggested such as increasing the global profile and knowledge of Korean cuisine from 18 experts out of 23, developing various cooking methods for Korean-cuisine having distinctively Korean characteristics from 17 experts out of 23, developing recipes that are compatible with equipment and appliances in a western kitchen, and considering the differences in taste and texture(mouth-feeling) between Korean and the Western people.

• Journal of the Korea Convergence Society
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• v.9 no.4
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• pp.373-380
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• 2018

The purpose of this study was to identify the importance and performance ranking and differences in inflight meal service quality. Data were collected from A airlines passengers. In order to secure the validity and reliability of the measurement tools, exploratory factor analysis were conducted, accordingly meal, service, cleanliness were deduced. IPA results are as follows. First, the quadrant I consisted of meal flavor, meal quality, meal menu, balanced diet, korean food availability, cleanliness of dishes, cleanliness of crew clothes. In the II quadrant, appropriate temperature, appropriateness of meal distribute time, cleanliness of the meal were found. So, the airline managers should have the most interest in these attributes and had to improve first. The quadrant III showed meal quantity, liquor diversity, polite attitude, immediate response to the meal, knowledge of the meal, meal freshness. Lastly, the quadrant IV showed a variety of beverage and special meal order. It is considered that resource allocation is necessary for minimizing the amount of resources invested to the quadrant IV, and then it should be allocated the quadrant II, which is high in importance but low in performance.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.644-654
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• 2017

Due to globalization and the increasing number of international marriages, Korea has become a multicultural society. In 2012, the Korean Ministry of Education established guidelines for education on multicultural understanding for all K-12 students. The purpose of this study is to understand how education on multicultural understanding is conducted and to provide suggestions for improvements. Based on the six goals of multicultural curriculum in Bennett's conceptual model, this study explores how multicultural education specialists conduct their instructions and how they convey the value of multicultural understanding in public schools. Four multicultural education specialists were recruited, and various qualitative data were collected from pre- and post-interviews and classroom observations. The data were analyzed through thematic analysis. The study findings show that the participants educated elementary students by introducing their own (or spouse's) culture through their traditional clothes, food, and customs. This indicated that they focused mainly on developing multiple historical perspectives and strengthening intercultural competence. However, their current education on multicultural understanding may not help students to increase an awareness of the state of the planet and global dynamics, and to build social action skills. Finally, we suggest that multicultural education should be integrated and infused into national (regular) curricula so that all students can enhance their multicultural understanding.

• Resources Recycling
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• v.24 no.3
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• pp.16-26
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• 2015

This study aims to suggest possible policy options for collection of post-consumer diapers as a sustainable prerequisite to implementation of public recycling system with the desktop monitoring results and analysis of collection cost involved. By conducting a diaper collection pilot test on daycare centers and households in the Seoul Nowon-gu, this study revealed that the odor issues did not stand out as an important hindering factor and that the collection rate was the largest contributing factor regarding collection costs. The exploratory cost analysis result shows that the implemented recycling system must guarantee collection rate over 50% via twice-a-week collection frequency, to be comparable or even superior to the current food waste collection cost. Also the pilot demonstration test showed that the final collection rate can be achieved as much as over 50%. The promising data thus obtained cost economically viable future diaper recycling system implementation in the entire Seoul metropolis and adjacent areas of dense population. With the concomitant development of recycling technology and related infrastructure for systematic collection of diaper waste, it makes our society much more sustainable.

• Culinary science and hospitality research
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• v.22 no.2
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• pp.1-12
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• 2016

This study examined the factors that affect the relationship between service quality of brunch cafe, value perception and customer loyalty. A total of 225 questionnaires were distributed to the consumers, of which 210 were deemed suitable for the analysis after the removal of 15 unusable responses. In order to perform statistical analyses required in the study, SPSS 18.0 Statistical Program was employed for frequency analysis, factor analysis, and reliability analysis, correlations, regression analysis. The results of exploratory factor analysis showed that four factors regarding local specialties service quality were extracted from all measurements with a KMO of 0.823 and a total cumulative variance of 66.095%, With regard to value perception, Three factors were extracted with a total cumulative variance of 61.213% and a KMO score of 0.871. One factor for customer loyalty was extracted that accounted for a total cumulative variance of 64.054% and a KMO score of 0.845. All factors were significant at 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationship between value perception and customer loyalty was partially adopted.

• Culinary science and hospitality research
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• v.22 no.2
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• pp.151-162
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• 2016

This study examined the factors that affect the relationship between radish liquid naturally fermented bread selection motive, consumer attitude and purchase intention. A total of 300 questionnaires were distributed to the consumers, of which 279 were deemed suitable for analysis after the removal of 21 unusable responses. In order to perform statistical analyses required in the study, SPSS 18.0 statistical program was employed for frequency analysis, factor analysis, and reliability analysis, correlations, regression analysis. The results of exploratory factor analysis showed that four factors regarding naturally fermented bread selection motive were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 65.759 %, with regard to consumer attitude, one factor was extracted with a total cumulative variance of 72.421% and a KMO score of 0.684. One factor for purchase intention was extracted that accounted for a total cumulative variance of 67.139% and a KMO score of 0.683. All factors were significant at 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships selection motive between consumer attitudes and purchase intetion was adopted.