• The Korean Journal of Franchise Management
• /
• v.8 no.3
• /
• pp.17-27
• /
• 2017

Purpose - In align with the increasing competition in both online and offline franchise markets caused by the increasing impact of social networking service, entrepreneurial passion(EP) of the franchise owners has crucial impact on the stakeholders. This study proposed the customer among stakeholders has the critical influence firm's success and examined the structural relationship between entrepreneurial passion(EP) and trust, identification, and loyalty from the customer's perspective. Research design, data, and methodology - This study examines the structural relationship between entrepreneurial passion(EP), trust, identification, and loyalty from the customer's perspective. More specifically, the EP were measured using three sub-dimensions such as EP-inventing(Perceived passion for inventing), EP-founding(Perceived passion for foundting), and EP-developing(Perceived passion for developing). In order to verify the research purposes, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Each item was measured on a 7 point Likert-scale anchored by '1 = strongly disagree, 7 = strongly agree'. The data were collected from 449 franchise consumers through online survey and were analyzed using SPSS 21.0 and Smart PLS 3.0. statistical program. Result - The results of this study are as follows. First, EP-inventing and EP-developing have significant impacts on corporate trust. Second, EP-founding does not have significant impact on corporate trust. Third, EP-inventing and EP-founding have significant impacts on consumer identification. Fourth, EP-developing does not have impact on identification directly, but does indirectly through corporate trust as a mediator. Fifth, corporate trust and identification have significant impacts on loyalty. Conclusions - This indicates that the foodservice franchise CEOs should continuously develop new menus and service to fulfill customer needs. EP-inventing of the food franchise CEOs may enhance customer trust for higher quality of product or service, and EP-developing can also be a driving force for customer trust as it embeds belief in customers that the franchise is sustainably developing. Also, food franchise CEOs should first clarify the support process for the existing brands before developing new ones. Customers tend to lead the trend by using brands that satisfy new trends in the foodservice franchise market, and it could have identification with the trend-setting franchise. Customers do not accept if a company is different from their personal image or norms. So the franchise CEOs must create identification with customers by building corporate trust. Corporate trust influences consumer behavior and emotion, thus the franchises need to secure trust by improving product or service continuously.

• Culinary science and hospitality research
• /
• v.21 no.6
• /
• pp.264-279
• /
• 2015

This study is conducted to investigate the relationships among service quality, satisfaction, and revisit intention of franchise snack bars customers located in Busan. The quality of franchise Korean snack bars' service was estimated by examining three sub-dimensions: service environment factors, interaction factors, and outcome quality factors, which are classified from Brady & Cronin's third-dimensional model. The survey was performed from March 9th to March 13th in 2015. Total 300 questionnaires were distributed and 272 questionnaires were employed for final analysis. SPSS 21.0 program was used to derive the following: factor analysis, reliability analysis, correlation, simple regression and multiple regression analysis. In results, the approachableness such as convenience for access was the most important reason when people choose a franchise Korean snack bar company followed by food taste and reasonable price. In addition, the results indicate that service environment quality, interaction quality, and outcome quality have all positive impact on the customers' satisfaction as well as revisit intention. Specifically, outcome quality have the greatest influence on the satisfaction and revisit intention among three service quality factors. This outcome proves that Korean snack bar franchise companies need to investigate more to improve their outcome quality such as food quality and serving time to satisfy customers. In conclusion, current study confirmed the relationships among service quality, satisfaction, and revisit intention in context of franchise snack bar stores. These results will suggest the snack bar foodservice segmentation as valuable marketing strategic, and that it can be utilized as a fundamental data to establish an efficient business plan in the industry.

• The Korean Journal of Franchise Management
• /
• v.2 no.1
• /
• pp.152-172
• /
• 2011

This study aims to analyze the effect of franchisor's pre-open support services on franchisee's relationship quality and performance in foodservice franchise system. The analysis data was collected from 500 franchisees located in Seoul and Gyeonggi-do of Republic of Korea. The finding are as followings: firstly, the factors of information providing, market researching, interior and equipment supporting, education and training supporting, sale and promotion supporting, and legal supporting influence positively franchisee's satisfaction. Second, regarding relationship among relationship quality, satisfaction positively influences trust and commitment, and trust positively influence commitment. Third, relationship quality influences positively both financial and non-financial performance.

• Culinary science and hospitality research
• /
• v.12 no.2 s.29
• /
• pp.18-38
• /
• 2006

We studied franchisees’ answers to the questionnaires to know their selective motives and criteria, their types and the reliability of a franchisor in the food-service industry. Then we showed the basic data about the selective criteria of a sound franchisor. The result of this study was as follows. First, we need a specialist and a department to present a financially sound franchisor. Second, we must determine the criteria of franchise fee, royalty and the other items on payment for the franchisor. Third, the alternative plan to trust the franchisor was needed for a large-scale franchisee.

• Journal of Distribution Science
• /
• v.11 no.8
• /
• pp.25-30
• /
• 2013

Purpose - Foodservices have grown to over 60% of the franchise industry. However, despite reaching this high level, the foodservice franchise industry is experiencing severe ups and downs. While factors such as expansion by franchises and the entry of large multinational firms are causing this imbalance, the more serious problem faced by franchisees is the lack of know-how and correct operating procedures. Franchise headquarters should advise franchisees on important matters such as food ingredients, interior design, tableware, and fixtures. However, even though franchise headquarters have the ability to impart such management know-how, this is often a neglected area. Research design, data and methodology - This study was conducted in an industrial environment to present suitable competitive alternatives for foodservice franchises. Empirical analysis was conducted using a sample of 232 people with experience in targeting customers. The main purpose of this study is not to identify and analyze the factors affecting customer satisfaction. Customers of the Food Service Industry to invite contacts until departure for the service flow by identifying the expectations and allow this area by analyzing the resulting measures to enhance the competitiveness has presented. Results - Actual results contact factors affecting the quality of service on customer satisfaction was a significant influence. However, the end of this analysis, the actual customer satisfaction directly affects the quality of service that is only important factor can commit mistakes. Relatively large impact on customer satisfaction, which is relatively independent of the quality factor should be a review of zone of tolerance. In this study, eating phase relative to contact the service customer satisfaction was the most influential. The results, however, zone of tolerance for an area in the waiting and ordering dissatisfaction factors are appearing. And in the course of these services outside the zone of tolerance area is unsatisfactory evaluation is being done. Conclusions - After all, Foodservice, the contact service management for zone of tolerance the top priority should be can be seen. Foodservice contact first in the case of service quality factors caused by the continuous flow of services, so this step-by-step identification needs to be clearer. This, of course, to distinguish between the actual per unit of activity appears to be more difficult to follow, for it seems to need a lot of future complementary. Next is the assessment of customer service quality. Customers remember the experience for the services of a real contact through the assessment and service evaluation clearly emerge as the expected level can be difficult. However, this situation is controlled by the test method cannot be avoided unless there is no limit to the number of leave. Despite these limitations, the next step to contact a service evaluation and analysis have to continue to refine and thereby franchisees for the operation of the store in terms of practical know-how required to provide to the office believe.

• Culinary science and hospitality research
• /
• v.14 no.3
• /
• pp.69-84
• /
• 2008

The franchise business in Korea, having a relatively short history compared to those of the advanced countries, disclosed many problems between franchisors and franchisees due to a rapid growth in number for the short period of time. Having recognized these problems, the Korean government, responding to social demands, established "The Fair Trade Practices Law for Franchise Business" to restrict unfair trade practices and to develop a healthier franchise business practice in general. In this study, we closely examined how the franchisees' understanding of the related laws would influence the franchisees' countermoves and satisfaction and the franchisor's reactions from the franchisees' standpoints. In conclusion, the franchisees show higher satisfaction in heteronomous changes achieved by the mutual agreement with the franchisors rather than in autonomous changes achieved by their active pursuits, as seen from the interrelation of the franchisors' reactions and the appropriateness of franchise agreements.

• Culinary science and hospitality research
• /
• v.22 no.3
• /
• pp.183-197
• /
• 2016

This study was conducted to investigate the relationships among service quality, perceived benefit, perceived value and behavioral intention as perceived by franchise snack bars customers. The service quality of franchise snack bars' was tested in three sub-dimensions: environmental quality interaction quality, and outcome quality, which are based on Brady & Cronin's third-dimensional model. A total of 450 survey questionaires were distributed from March 9th to November 12th in 2015, of whi 411 questionnaires were deemed suitable for statistical analysis. SPSS 20.0 program was employed to conduct frequency analysis and reliability analysis, while AMOS 20.0 program was used to test the hypotheses. The results revealed that all three elements of service quality have a positive impact on perceived benefit. In particular, the outcome quality element had the greatest influence on perceived benefit. In sum, customers of a franchise snack bar considered outcome variables such as food taste, reasonable amount, and general quality of food as the most important factors to fulfill the benefit. This results suggest that Korean snack bar franchise companies need to consider improvements to outcome quality features, such as food quality. In addition, perceived benefit was a critical antecedent of perceived value, which was itself a significant predictor of behavioral intention. In conclusion, this study applied the means-end chain theory on franchise sank bar segmentation, as well as three dimension service quality model as developed by Brady and Cronin, and found results that will enable meaningful strategics for snack bar foodservice segmentation in pursuit of the development of efficient business plans, and that can be utilized as a theoretical data for future studies.

• Culinary science and hospitality research
• /
• v.6 no.3
• /
• pp.119-147
• /
• 2000

This Study is performed to research a customer satisfaction to a Franchisee on the food franchise industry. In future, the food industry will be complicated and various. So customer needs also will be complicated. Consequently. a study of customer satisfaction will be researched continuously for corresponding an industrial transfiguration and a customer variety. The result of this study, a Franchisee satisfaction on the food franchise industry is evaluated below the average. This result can be happened by the scale of food franchise industry. However actually it has caused by the lack of Franchisee management mind, the capability of head office, and the lack of competitive power. The mind of service for customer, hygiene and cleanness mind, and the lack of marketing strategies and strategic management can not be satisfied of customer. Also customer value creation can not be made. So the education training and marketing strategies for Franchisee on the food franchise industry have to be requested. And a continuous study for customer satisfaction that correspond with the characteristics of industrial classification be raised.

• Culinary science and hospitality research
• /
• v.15 no.3
• /
• pp.271-283
• /
• 2009

The purpose of this study is to make analyses on the importance and performance of the foodservice management, foodservice service, and the courses related to coffee in the colleges providing a coffee related curriculum, in order to determine which courses are required in the education programs for employees needed by the coffee restaurants as the employers' viewpoint. The analysis methods were frequency analysis, T-test and IPA analysis. The result are as followings. First, the performance was lower than the importance when it comes to importance and performance with the coffee related courses recognized by the staff in the coffee restaurants, particularly with a big gap in the theory of cost control and coffee theory. Second, in the IPA analysis of the importance and performance of the curriculum, quadrant - I as a weak item includes the cost control, foodservice marketing, and coffee theory courses. Quadrant - II includes the foodservice, coffee extraction practice, Espresso, Caffe Latte and Cappuccio, and Latte Art courses. Pertaining to the quadrant - III are those courses lack of the necessity, including the foodservice management, foodservice franchise, practical English in service, and coffee roasting. Quadrant - IV contains those course of less importance but of higher performance such as the practicum work experience. As part of limitations of study, specialties of staffs working for coffee franchise shops were not reflected due to lacking in pre-conducted studies and the samples couldn't be recognized to represent all coffee franchise shops since the sampling districts were restricted only to Seoul metropolitan area.

• Journal of the Korean Society of Food Culture
• /
• v.28 no.6
• /
• pp.631-639
• /
• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.