• 한국프랜차이즈경영연구
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• 제10권3호
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• pp.13-23
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• 2019

Purpose - The recent franchise industry is rapidly developing. Some franchisees have a low barriers to entry and competition among companies is intensifying. In this dynamic competitive environment, companies need to focus on customer preferences, quality, and technical interfaces to gain competitive advantage. As a result, companies are required to measure the performance of service values in order to provide differentiated services from competitors. In the franchise industry, customer experience marketing of service values will enable companies to create new businesses. Franchise firms should explore a variety of services to increase service value and reduce failures. Research design, data, methodology - The questionnaire of this study was based on the previous research. Surveys were conducted on panels of online surveys. Surveys were conducted on the panel who had visited the restaurant franchise within the past month. The survey was conducted for about 7 days from February 13, 2019 to February 19, 2019. Total 300 samples, 293 were used in the analysis except for seven unfair questionnaires. Results - The findings of this study are as follows: Emotional, monetary, and reputation values have positive effects on cognitive and affective attitudes. Quality value and behavioral value did not effect cognitive attitude and affective attitude significantly. In addition, affective attitude has positive effect on loyalty, but cognitive attitude did not significant effect on loyalty. Conclusions - First, food-service franchise company should develop a service that enables customers to use the store conveniently. We need to develop a comfortable environment for our customers and provide intangible services. Second, food-service franchise company should provide a reasonable price service. Food-service franchise company needs to sell a high quality menu at a reasonable price to generate profits. Third, food-service franchise companies need to strategically respond to their reputation. In other words, food-service franchise company needs to constantly monitor the reputation of its customers and respond appropriately to market conditions. Fourth, food-service franchise company needs to develop a service method capable of emotional interaction with customers. Food-service franchise firms need to develop ongoing service methods and educate their staff.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.7-17
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• 2019

Purpose - Generally, the consumer's decision-making process for restaurant selection is simple and familiar. However, online information becomes important because the decision-making process of consumers becomes complicated in new restaurants and special situations. Because consumers can search for information online, information retrieval is now possible in selecting new restaurants. In particular, consumers often make decisions based on online information when making restaurant reservations. Research design, data, and methodology - All items were measured based on previous studies. The data were collected from customers who had visited the store by visiting the web page of the food service franchise within the last 3 months for the panel of the online survey institute. The questionnaires were surveyed from July 2 to July 11, 2018 for about 10 days. A mail and a message were sent to 2,000 people, and 310 people were asked to complete the questionnaire. Total of 303 data were used in the questionnaire, excluding 7 insufficient data. Results - The findings of this study are as follows: Consensus, vividness, and neutrality have positive effects on enjoyment. Consensus have positive effect on anxiety, but vividness and neutrality did not have significant effect on anxiety. Also, enjoyment has a positive influence on intention to visit, and anxiety has a negative influence on visit intention. Conclusions - First, franchise companies online advertising in a variety of ways, but they are mixed with other customers' WOM and offered to consumers. In this case, the information provided by the company may be distorted. Therefore, a restaurant franchise company needs to operate an official online channel to provide accurate information to its customers. Second, it is necessary to make contents so that other customers can participate in online channels of food service franchise companies. Third, food service franchise company should produce enough online contents to experience indirectly even if the customer does not visit the store directly. Fourth, food service franchise company needs to prepare a way for many customers to participate in many official contents.

• 품질경영학회지
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• 제30권2호
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• pp.26-46
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• 2002

This study was conducted to identify the differences In Customers' satisfaction about service quality between the largest Korean fast food franchise and the largest American Fast food franchise in Korea. And this study was performed to identify the critical service factors influencing the store loyalty of fast food franchise in Korea. The results of this study show that the American fast food franchise is doing better performances in service factors than the Korean fast food franchise. And the value of food and service is identified as the most critical factor for the store loyalty of the fast food franchise in Korea.

• 한국프랜차이즈경영연구
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• 제9권4호
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• pp.45-56
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• 2018

Purpose - Consumers perceive various risks while using food service franchise stores. Food service franchise stores offer consumers not just menus, but services, physical environment, and prices, which can be perceived as risk to consumers. This means that consumer behavior in foos service franchise stores needs to be studied based on perceived risk theory. Perceived risk consists of performance risk, financial risk, social risk, psychological risk, and time risk. The purpose of this study is to investigate the effects of perceived risk on satisfaction and trust, and in turn affect loyalty. The results of this study will provide guidelines for marketers to develop strategies to reduce the perceived risk of consumers. Research design, data, methodology - In order to achieve research purposes, the authors developed several hypotheses. Data were through online survey through an online survey firm. A questionnaire survey was distributed to customers who have visited the restaurant in the past three months. The survey was conducted from March 5, 2017 to October 14, 2017. A total of 1,500 people were e-mailed and 260 were returned. A total of 245 items were used in the analysis except 15 of the questionnaire. Data was analyzed by using SPSS 21.0 and AMOS 21.0. Results - The findings of this study are as follows: First, performance risk, economic risk, and psychological risk had negative effects on satisfaction. Social and time risks did not affect on satisfaction. Performance risk and time risk had negative impact on trust. Second, economic, social, and psychological risks did not affect trust, but satisfaction had significant positive effect on trust and loyalty. Third, satisfaction had positive effect on loyalty. Conclusions - The implications of this study are as follows. First, food service franchise marketers should increase their customer loyalty by establishing a risk reduction strategy. Second, there are various risks to customers visiting the store. Therefore, marketers need to analyze the perceived risks of customers. Third, it is also necessary to eliminate the perceived risks of customers. In addition, a restaurant franchise company needs to find a reasonable way to reduce the material cost and present a reasonable menu price.

• 한국프랜차이즈경영연구
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• 제10권2호
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• pp.59-70
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• 2019

Purpose - Every company studies how to attract and retain new customers to increase competitiveness and profitability. Companies establish strategies to attract customers, secure competitive advantage and generate revenue. Businesses are looking for newer and better ways to differentiate themselves in the marketplace. One of the requirements for service differentiation is to make it a prerequisite for an engaging customer experience. Customer experience can be attained through service experience. Satisfaction determine whether to reuse the food service franchise. The purpose of this study is to investigate the effect of customer experience on the satisfaction and revisit intention of food service franchise. In this study, customer experience consists of three attributes such as service environment, food quality, and price fairness. Also, this study is to identify the importance of three service experience attributes of customer satisfaction and revisit intention using ANN (artificial neural network) analysis. Research design, data, methodology - The survey was conducted on customers who have visited franchise restaurants in one month in order to examine how service environment, food quality, and price fairness have been influenced customer satisfaction and revisit intention through online survey company (SM culture & contents). A total of 300 representative surveys were collected. Of those collected surveys, 26 were not used due to missing information, resulting in 274 as the final sample size. The sample size was more than 10 times more than the number of variables used in the structural model analysis. Results - The findings of this study are as follows: Service environment and price fairness have a significant effect on satisfaction. However, food quality did not have a significant effect on satisfaction. Finally, it was found that satisfaction had a significant effect on revisit intention. Meanwhile, according to the results of ANN analysis, satisfaction as a dependent variable was found to be the most important in male price fairness and service environment in female. Also, when the revisit intention is used as a dependent variable, both male and female price fairness are important. Also, when the intention to revisit is used as a dependent variable, both male and female price processes are important. Conclusions - First, a restaurant franchise enterprise needs to manage customer service experience. Customers should strive to eat and enjoy at a dining franchise store. Second, it is necessary to design a food service franchise shop as a customer-oriented service environment. Franchise companies need to improve the environment so that customers can use the store conveniently. Third, the restaurant franchise menu price needs to be cheaper than the alternative menu. The restaurant franchise menu needs to be constructed with a popular menu that can be used continuously by the customer, so that it can be set at a reasonable price.

• 한국산학기술학회논문지
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• 제10권3호
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• pp.660-664
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• 2009

프랜차이즈 레스토랑의 성공을 위한 연구는 그동안 많이 이루어졌다. 본 논문은 대형화되고 있는 프랜차이즈 레스토랑의 주요성공요인에 대한 연구로서 프랜차이즈 레스토랑의 마케팅, 판매를 위한 기초자료를 경영자에게 제공될 수 있다. 연구에서는 성공적인 프랜차이즈 레스토랑 경영을 위한 고객의 만족도와 프랜차이즈 레스토랑의 성공을 위한 성숙도를 예측하였다. 연구 결과, 레스토랑의 메뉴, 분위기, 접근성 면에서는 요인의 중요성에 비례하여 상당한 수준에 도달하여 고객이 크게 불편을 느끼지 않은 것으로 나타났다. 그러나 브랜드, 서비스, 음식, 가격, 규모 등 요인은 고객의 만족도가 높지 않은 것으로 나타나 향후 프랜차이즈 레스토랑 산업의 성공을 위해 보완해야 할 분야라고 판단된다. 또한 프랜차이즈 레스토랑의 성공을 위한 요인의 성숙 예측 시점은 대부분 5년 미만인 것으로 나타났다.

• 유통과학연구
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• 제18권5호
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• pp.35-47
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• 2020

Purpose: In the highly competitive franchise market, the perceived entrepreneurial passion and emotions of customers are very important, because it impacts on the success of companies. Thus, the purpose of this paper is to suggest how the impact of the franchise entrepreneurial passion and positive emotions on the brand trust and loyalty of customers. Research design, data and methodology: This study analyzes data was collected through questionnaires on customer(n=480) who had visited franchise restaurants. Analysis of used collected data was based on the mix method using quantitative and qualitative comparative analysis. Results: The quantitative analysis results showed inventing passion, developing passion, positive emotions that perceived by customers have a positive impact on brand trust. On the other hand, founding passion did not have an impact on loyalty in quantitative analysis. but when combined with developing passion in qualitative comparison analysis, but when combined with developing passion in qualitative comparison, that became the sufficient condition of high loyalty of customers. Conclusions: The franchisor of the Korean franchise industry is indiscriminately overusing the founding franchisees, causing social problems. In this situation, founding passion can have a negative impact on customers. Therefore, the franchisors must have management capabilities by strictly managing the founding rules of the franchisee and disclosing the corporate vision.

• 한국프랜차이즈경영연구
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• 제12권4호
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• 한국프랜차이즈경영연구
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• 제8권3호
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• pp.17-27
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• 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.

• 유통과학연구
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• 제16권3호
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• pp.59-68
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• 2018

Purpose - This study empirically examines the effects of environmental dynamics(dynamics of one's own company, dynamics of competitors, and dynamics of customers), within the franchise industry, on the dependence and conflict(dysfunctional conflict and functional conflicts) and the business performances(financial and non-financial). Furthermore, we empirically examined the effects of the dependence of franchise on the conflicts(dysfunctional conflict and functional conflict) and business performances(financial and non-financial). Finally, we empirically examined the effects of the conflicts of franchise (dysfunctional conflict and functional conflict) on the business performances(financial and non-financial). Research design, data, and methodology - Our study conducted a survey on the managers and owners of the franchises located in Seoul, Gyeonggi, and Incheon. The total number of valid samples was 230, and the structural equation model was analyzed by using AMOS program. Results - First, the environmental dynamics(dynamics of one's own company, dynamics of competitors, and dynamics of customers) in the franchise industry were shown to have statistically significant positive effect on the dependence of franchise. Second, among the environmental dynamics in the franchise industry, the dynamics of one's own company and the dynamics of the customers were shown to have a statistically significant positive effect on the dysfunctional conflicts of franchisees. However, in the franchise industry, the dynamics of competitors did not have a statistically significant effect on the dysfunctional conflict of the franchise. Third, in the franchise industry, the environmental dynamics(dynamics of one's own company, dynamics of competitors, and dynamics of customers) did not have a statistically significant effect on the functional conflicts of the franchises. Fourth, the dependence of franchise was shown to have a statistically significant positive effect on the conflicts(dysfunctional conflict and functional conflict). Fifth, the dysfunctional conflict of franchisees was shown to have a statistically significant negative effect on the business performances(financial and non-financial). Sixth, the functional conflicts of franchises was shown to have a statistically significant positive effect on business performances(financial and non-financial). Conclusions - From the franchise industry researches, the environmental dynamics were selected as the preceding factors and the relationship leading to dependence, conflict, and business performance were constructed into model.