• 한국프랜차이즈경영연구
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• 제13권1호
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• pp.47-57
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• 2022

Purpose: Recently, it is common to see cases where an amount similar to the cost of a meal is spent on dessert, or an amount greater than the cost of a meal is spent on dessert. The generation MZ is showing a tendency of 'value consumption' by consuming values and beliefs in consideration of the recent impact on society and the environment. Therefore, this study aims to analyze the effect of dessert cafe quality and eco-friendly behavior on customer trust and loyalty targeting the generation MZ who have visited desert cafés. This study examined the mediating role of customer trust in the relationships between desert café quality, eco-friendly behavior and customer loyalty, and also the moderating effect of and eco-friendly behavior on customer trust and customer loyalty. Research design, data, and methodology: To achieve purposes of this study, 229 data were collected from respondents who visited desert café and analyzed using measurement model (reliability test and correlation analysis), Fornell-Larcker Criterion and Heterotrait-Monotrait Ratio (HTMT) assessment, and structural equation model (PLS-SEM) with SPSS 22.0 and SmartPLS 3.3.7. Results: The research results are as follows. First, desert cafes' quality positively influenced customer trust but did not customer loyalty. Second, desert cafes' eco-friendly behavior positively influenced customer trust and customer loyalty. Fourth, the interaction term of dessert cafe quality and eco-friendly behavior did not influence customer trust and customer loyalty. Conclusions: This study emphasized the necessity of service quality and eco-friendly behavior of dessert cafes by examining the relationship between the quality of dessert cafes and eco-friendly behaviors, customer trust and loyalty. It also found the importance of the role of trust in securing loyal customers. In order to secure and retain loyal customers, the owners of dessert cafes should make effortsto improve the quality of the cafes' products and services so that customers can feel a sense of trust, and actively publicize that they are practicing eco-friendly management. As a result of this study, it is intended to provide practical implications for the management of dessert cafes by understand ing the effects of product and service quality and eco-friendly behaviors of companies to bakery industry workers and start-ups.

• 한국프랜차이즈경영연구
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• 제9권3호
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• pp.7-18
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• 2018

Purpose - Consumers have a variety of strategies to find information about restaurants they want to visit. Consumers can search for and use information from a variety of sources before purchasing a product or service. The development of the Internet has made that consumers could access various informations easily. Therefore, this study classified commercial information provided by restaurants, public information shared by other unknown consumers, and personal information shared by customers' personal experiences or friends/family. This study is information sources influence on enjoyment, attitude and visit intention. Research design, data, methodology - In order to verify the research hypothesis, this study created questionnaires for each variable. Hypothesis analysis data were collected through surveys. In order to develop research hypotheses for this study, the scales was developed. The survey was conducted by an online survey company. Among the online panels owned by survey company, those who have visited restaurants through at least one of the 11 sources provided in this study within the last 3 months were surveyed. The survey period was 10 days from March 5 to 14, 2017. A total of 1,500 e-mails and messages were sent back to 301 of them, and 288 were used for analysis except for 13 missing responses. The data was analyzed by using SPSS 21.0 and AMOS 21.0. Results - As a result of analysis, commercial and personal information have a positive effect on enjoyment, but general information did not affect enjoyment. In addition, personal information has a positive effect on attitude, but commercial information and general information did not affect attitude. It was found that commercial information influenced attitude by mediation of pleasure, and pleasure had no significant effect on visit intention. Finally, attitude has a significant effect on visit intention. Conclusions - The restaurant needs to provide accurate information through its homepage or brochure. Accurate information that is not exaggerated can save customers's the cost of believing on a restaurant and the cost of searching for other information. The restaurant which provides unfaithful advertisement would be excluded from customer's choice because customers perceive it as a unreliable restaurant. The marketing of restaurant should be carried out through customer-oriented for the visit of customers. And restaurants need to provide optimized services to their first-time customers in order to increase their revisit.

• 한국조리학회지
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• 제16권2호
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• pp.1-14
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• 2010

본 논문은 외식서비스산업의 이론과 요인분석을 통한 지역 프랜차이즈 V업체, T업체 그리고 O업체 외식업의 서비스 이미지 비용표준 가치 이익과 순수 이미지 지각 가치에 관하여 연구를 하였다. 목적을 달성하기 위한 연구방범으로 이론적 연구방법과 실증적 연구방법을 병행하였다. 이론과 실증분석을 통하여 외식업체의 서비스 이미지 정체성 활성화를 위한 외식업체의 서비스 이미지 결정 사업 단계를 살펴보았고, 그 결과로 전주 지역의 외식업체의 서비스 이미지 마케팅을 위한 사업 계획 우선순위인 순수 이미지 지각 가치 점수에서 '메뉴 서비스 이미지'가 전주 지역 외식업체의 서비스 이미지 마케팅을 위한 사업계획 우선순위인 순수 이미지 지각가치점수에서 가장 효과적인 것으로 나타났고, 또한 이미지 비용 표준 가치 이익 점수에서 V업체는 '운영적 서비스 시스템 이미지', T업체는 '접근성 서비스 이미지', O업체는 '내부 환경 서비스'가 가장 효과적인 요인으로 나타났다. 외식업체의 서비스 이미지 마케팅 전략에 있어서 V외식업체는 외식업체의 서비스 이미지 계획운영사업 17억원, T외식업체에서 9,600만원, O외식업체에서 720만원으로 외식업체의 서비스 이미지가 가장 효과적으로 나타났다.

• 한국유통학회지:유통연구
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• 제15권5호
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• pp.217-235
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• 2010

프랜차이즈 산업에서 지역제한(territorial restraint, 가맹점 상권보호조건)은 가맹본부가 가맹점에게 일정한 지역 내 영업권리을 보장하여 가맹점주들의 안정적인 영업활동을 보장해 주는 제도이다. 이러한 지역제한의 의미는 가맹점주의 초기 투자에 대한 지역 내 독점이윤을 보장하고 차후에 가맹본부는 기존 가맹점의 상권을 보호하여 동일 브랜드를 출점시키지 않겠다는 약속을 담고 있다. 지역제한은 이와 같이 가맹본부의 사후 기회주의(postcontractual opportunism)를 사전에 방지할 수 있는 제도이다. 본 연구는 실제 외식프랜차이즈 기업들을 대상으로 지역제한의 여부에 따른 브랜드 수와 계약해지정도를 살펴보고자 한다. 우선 브랜드 수를 분석하는 목적은 브랜드 수에 따른 프랜차이즈본사의 기회주의를 살펴볼 수 있기 때문이다. 지역제한이 계약서에 반영된 상태에서는 가맹본사가 동일한 이름의 브랜드 입점이 불가능하기 때문에 새로운 브랜드를 만들고자 할 것이다. 즉 계약서에서 언급한 동일한 브랜드 조건을 피해가면서 해당 상권에 또 다른 가맹점을 출점시키려고 할 것이다. 따라서 가맹본사의 기회주의가 존재한다면 계약서의 지역제한 명기에 따라서 보유하는 브랜드수가 달라질 것이다. 또한 지역제한이 계약서에 명기된 경우, 기존 가맹점들에 대한 계약해지 사유 발생 시 즉각적인 실행에 대한 동기가 높아질 것이다. 가맹본사는 새로운 점포를 개설할 때마다 추가비용(인테리어비용, 개설비, 초기 집기 비용 등)을 매출로 인식하기 때문에 지역제한 때문에 출점에 제한을 받아오던 본사입장에서 가맹점의 계약해지 상황에 대해서 적극적으로 실행할 수밖에 없다. 따라서 지역제한이 존재할 경우, 기존 가맹점에 대한 계약해지 가능성이 그 만큼 높아지는 것이다. 분석 결과, 브랜드 숫자와 계약해지 정도는 지역제한에 따라서 차이가 있어 가맹본사는 지역제한이 있는 경우, 더 적극적으로 새로운 브랜드를 시장에 출시하려고 하며 계약해지 사유에 대해서도 적극적으로 반응하는 것을 알 수 있었다.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.53-64
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• 2020

We provide one of the first investigation on the impact of the degree of total leverage to the dividend policy of bank. We use a large sample of US bank holding companies from 2000:Q1 to 2017:Q4 to shed light our research question. Our empirical analysis provides consistent evidence that banks with high degree of total leverage (i.e. banks with a relatively high fixed-to-variables costs) are less likely to pay dividends, and they spend a lower fraction of incomes to pay back shareholders, suggesting a higher conservatism in dividend policy of banks subject to high degree of total leverage. The evidence remains unchanged with alternative econometric approaches, alternative measures of dividend policy and degree of total leverage. We further document that this higher conservatism is strengthened for a sample of banks with low franchise value during the financial crises. Our result suggests that the conservatism in dividend policy of banks with high degree of total leverage seems to be related to the precautionary motives aimed at preserving corporate resources under financial distress. Our study contributes to the literature of cost structure and dividend policy by pointing out that the impacts of the degree of fixed-to-variable expenses to dividend policy are extended to the case of banks.

• 한국식품조리과학회지
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• 제19권5호
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• pp.546-554
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• 2003

This study was designed to identify the take-out food usage of university students in Seoul and Gyeonggi-do. Questionnaires were used to analyze these habits among 500 respondents. 1. The Frequency of Take-Out Food use: the greatest proportion of students used take-out foods once or twice a week (33.8%). 2. The reasons for Take-Out Food use: fastness was the major reason (47.8%). 3. The day of the week for Take-Out Food use: the majority of the students used Take-Out foods regardless of the day (54.4%). 4. The time of day for Take-Out Food use: 6∼8 p.m. for 31.6%. 5. The cost spent in each meal: 51.6% spent 3,000 to under 5,000 won. 6. The menus of Take-Out Food used: coffee was the most popular of all the take-out foods (43.6%). 7. Points considered when buying Take-Out Food: the majority of the college students thought tastes and quality of the foods were the most important considerations (51.0%). 8. The source of information about Take-Out Food: 43.4% of the students obtained information from their friends.

• 한국유통학회지:유통연구
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• 제1권1호
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• pp.83-107
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• 1996

The concern of external environment is growing up in the field of channel distribution. In the former channel distribution, the channel distribution environment is little bit unmoveable owing to a powerful manufacture control against poor distributor. Therefore intra-efficiency is channel member's core interest. The structure of channel governance, however, come to be changable because of the mature distributor power against manufacturer such as a Price Break, JIT of channel governance, and a serial of change. Accordingly, it is acceptable that the interest of external-environment of channel members' is more and more enlarged, and external-environment change in the channel distribution make the serious problems in intraorganizational system. Thus, it is meaningful that this study try to discover the consumer power as external environment factor and to find the best strategy to overcome this consumer power. Resource dependence theory, Transaction cost theory, Political Economic Approach, and Working partnership Approach are the theory foundation of the reasearch. Apparel franchise is a sample to analyse the hypothesis and correlation and multi-regression are a chief tools to estimate the hypothesis. Thus, the above results imply that a flexible governance is appropriate to consumer power, conflict is not intervening value between consumer power and channel governance, and the channel member's satisfaction can be confirmed in the flexible governance better than control governance.

• 동아시아경상학회지
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• 제9권1호
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• pp.1-16
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• 2021

Purpose - This study aims to analyze 7-Eleven's specific competitive advantage strategy according to changes in the Japanese convenience store industry by selecting 7-Eleven, a leading company in the Japanese convenience store industry, as a representative case study. Research design, data, and methodology - Due to the current COVID-19 situation, fact-finding such as interviews with key managers through visiting surveys was not possible, so this case study was carried out based on the literature such as official and unofficial data collected from the companies through e-mail and articles that have been published outside. Result - As a result of the analysis, the researcher found that five competing strategy factors, such as dominant strategy, innovative logistics system strategy, information system development strategy, joint product development strategy, and direct communication strategy have closely maintained the mutual relation to form a combined strategy focusing on the franchise development strategy. Conclusion - The competitive advantage of 7-Eleven is thought to have secured its competitive advantage by combining the five competitive strategies complementarily for rapid response to change, cost advantage, and differentiated advantage. The management implications specified in this study can be considered a reference for establishing a competitive strategy for sustainable growth of the convenience store industry in the fierce competition and saturated market environment of Korean convenience stores.

• Journal of Korea Trade
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• 제24권8호
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• pp.81-100
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• 2020

Purpose - Based on complexity theory, this study develops a configurational model to predict the profitability of Halal cosmetics firms in the Indonesian and Malaysian markets. The proposed research model involves two level configurations-industry context and selling strategies-to predict high and low scores of a firm's profitability. The industry context configuration model comprises industry stability, product homogeneity, price sensitivity, and switching cost. Selling strategies include customer-focused, competitor-focused, and margin-focused approaches. Design/methodology - This is the first empirical study that calculates causal models using a combination of industry context and selling strategy factors to predict profitability. Data obtained from the marketing managers of cosmetics firms are used to test the proposed configurational model using fuzzy-set qualitative comparative analysis (fsQCA). It contributes to the current knowledge of business marketing by identifying the factors necessary to achieve profitability using analysis of condition (ANC). Findings - The results revealed that unique and distinct models explain the conditions for high and low profitability in the Indonesian and Malaysian halal cosmetic markets. While customer-focused selling strategy is necessary to attain a higher profit in both the markets, margin-focused selling strategy appears to be an essential factor only in Malaysia. Complexity of the interactions of selling strategies with industry factors and differences between across two study markets confirmed that complexity theory can support the research configurational model. The theoretical and practical implications are also illustrated. Originality/value - Despite the rapid growth of the global halal industry, there is little knowledge about the halal cosmetic market. This study contributes to the current literature of the halal market by performing a set of asymmetric analytical approaches using a complex theoretical model. It also deepens our understating of how the Korean firms can approach the Muslim consumer's needs to generate more beneficial turnover/revenue.

• 중소기업연구
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• 제41권3호
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• pp.95-106
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• 2019

경제적 강자가 경제적 약자의 희생을 강요하면서 경제적 이익을 추구하는 경제분야에서의 갑질은 심각한 사회문제가 되고 있을 뿐만이 아니라 경제의 활력을 소진시키고 있다. 특히 자동차 산업 분야에서 '납품단가 강제인하'와 가맹점 사업분야에서 통행세와 보복출점 등의 문제가 논란거리가 되고 있다. 이 논문은 경제적 갑질에 대하여 게임모형으로 분석하여 개선안을 제안한다. 갑질이 발생하는 '나쁜 균형'을 바람직한 결과인 '좋은 균형'으로 이전시킬 수 있는 방안의 하나는 법제도적 조치로 약자의 협상력을 강화하는 것이다. 이는 또한 규제·감독기관의 집행력에만 의존하지 않고, 관련 시장참여자들의 유인에 의하여 자동집행되는 보다 시장친화적인 사후적·항구적인 시스템이 된다.