• 한국조리학회지
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• 제22권1호
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• pp.153-164
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• 2016

The purpose of this article was to examine the influence of physical environment on customer's buying-risk perception at franchise Korean restaurants. In this research factor analysis and multi regression analysis were used. Physical environment were divided to 3 factors and risk perception to 5 factors. Internal environment affected negatively financial risk (p<0.001), time risk (p<0.001) and psychological risk (p<0.001). External environment had negative influence on time risk (p<0.05) and psychological risk (p<0.05). And the other environment negatively affected financial risk (p<0.001), time risk (p<0.001) and psychological risk (p<0.05). According to these results, we confirmed that various physical environments influenced on the risk perception of customers. As a result, food service corporations need to deal with physical environment efficiently. And the findings of this research would help their business management to build effective service marketing strategies and to satisfy the needs of customers at franchise Korean restaurants.

• 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.

• 대한산업공학회지
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• 제39권4호
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• pp.239-246
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• 2013

Global restaurant franchises are becoming more and more popular in China, Japan, and South Korea. Understanding target customers' needs for restaurant franchises is considered one of the most important factors for their business success. In this study, four domains-food-related domain (FRD), interior-related domain (IRD), staff-related domain (SRD), and convenience-related domain (CRD)-and 24 elements were classified. A survey with 450 respondents in the three capital cities (Beijing, Tokyo, and Seoul) was then conducted to examine the effect of the factors influencing customer satisfaction. After statistical analysis, thirteen main elements were found as factors influencing customer satisfaction. The analysis result showed that the food-related domain (FRD) was the most important in Beijing. The interior-related domain (IRD) and the convenience-related domain (CRD) were considered the most important in Tokyo and Seoul. Some cultural differences in customer satisfaction were also found. The results provide a guideline for better customer experience management of a restaurant franchise in the three cities.

• 한국프랜차이즈경영연구
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• 제15권2호
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• pp.39-56
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• 2024

Purpose: Delivery food continues to grow. In the past, restaurant companies directly hired delivery workers to deliver food, but now, restaurant companies use delivery service platform companies to carry out delivery work rather than directly hiring delivery workers. Therefore, this study seeks to determine the impact of delivery food benefits in the restaurant industry on brand image, trust, and word-of-mouth intention. Research design, data, and methodology: To test the hypotheses of this study, 400 questionnaires were distributed and 340 were collected. Among these, 321 questionnaires, excluding 19 questionnaires that were answered insincerely, were used in the final analysis. Result. First, delivery food benefits were found to have a significant impact on brand image and trust. Second, brand image was found to have a significant effect on trust and word-of-mouth intention. Third, trust was found to have a significant effect on word-of-mouth intention. Conclusions: First, existing research focused on studying the attributes of delivery food in the restaurant industry, but this study studied the benefits that consumers can obtain through purchase among these attributes. Second, delivery food restaurants need to design promotions and advertisements in a way that displays coupons, points, or mileage. Third, quick delivery of orders can be a competitive advantage for delivery food restaurants.

• 한국조리학회지
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• 제22권8호
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• pp.78-88
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• 2016

This study conducted to find influences of selection attributes on consumer satisfaction as perceived by low-cost restaurant visiter by considering personal value. Developed survey was distributed and 428 sample who visited the low-cost franchise restaurant were employed the statistical analyze. The internal value and the external value included individual value in order to estimate the influence of the choice factor of the low-cost franchise restaurant on the quality of the product, and the choice factors were consisted of 3 variables that are quality, accessibility and service. Regression analysis was conducted to verify the relationships among the variables. As a result, the internal value (${\beta}=.236$, p<.0.01), and external value (${\beta}=.352$, p<.001) have the significant positive relationships with respect to quality. Second, the external value (${\beta}=.305$, p<.001) has the positive relationship with regard to accessibility, but the internal value has no significant relationships with level of accessibility. Third, the internal value (${\beta}=.828$, p<.001) has the significant positive relationship with regard to service, but there was no significant influences between external value and service in this study. Fourth, the internal value (${\beta}=.472$, p<.001), the external value (${\beta}=.479$, p<.001) were critical antecedents of the quality. Last, while quality (${\beta}=.858$, p<.001) has significant positive relationship with satisfaction, but it didn't show any relationships with accessibility and service.

• 한국조리학회지
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• 제14권3호
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• pp.69-84
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• 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.

• 융합경영연구
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• 제9권5호
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• pp.27-37
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• 2021

Purpose: By foreshadowing the historical background and cultural influence of Korean food and economic development in China, this paper demonstrates Chinese market entry strategies taken by TheBorn with its company history and CEO's background. Research design, data and methodology: The eclectic paradigm was utilized to analyze ownership, localization, and internalization advantages for TheBorn's first entry into the Chinese market. The research answers how TheBorn could expand its business in the early 2000s while most were skeptical about the globalization of Korean food. Results: First, possessing various restaurant franchises, food patents, and developments, and media use enabled to achieve a strong ownership advantage. Second, the Chinese market is conveniently located in South Korea. Thus, TheBorn could exercise direct management to its overseas restaurant to maintain the food quality and service. Lastly, establishing a sauce manufacturing plant and its branch company accelerated further expansions to other Chinese cities. Conclusions: Based on those success factors, TheBorn extended its business into different cities in China and emerged as a franchisor giant in the Korean restaurant franchise industry.

• 한국조리학회지
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• 제22권5호
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• pp.52-63
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• 2016

본 연구는 프랜차이즈 레스토랑의 고객들의 선택속성이 방문의도에 어떠한 영향을 미치는지 알아보고, 또한, 소비자 태도가 어떠한 조절효과가 있는지 알아보기 위해 2016년 4월 1일부터 4월 30일에 이르는 한 달간 조사기간을 두어 실시하였고 자료 수집은 서울을 포함한 수도권의 프랜차이즈 레스토랑에서 방문하는 고객에게 자기기입식으로 응답하게 하였다. 첫째, 프랜차이즈 레스토랑 선택속성이 소비자들의 방문의도에 미치는 영향을 분석하기 위해 회귀분석을 실시한 결과, 친절성은 B=0.597(p<.001), 독특성은 B=0.210 (p<.001), 청결성은 B=0.230(p<.001)로 소비자 구매의도에 유의적인 정(+)의 영향력이 있었다. 둘째, 프랜차이즈 레스토랑 선택속성이 외식소비자의 방문의도 간에 소비자 태도의 조절효과를 검증은 분석 결과, 1단계에서는 결정계수는 0.630, F=128.612(p<0.01)로 모형은 유의적으로 나왔다. 2단계 모형에서는 소비자태도의 추가로 인한 설명력의 증가는 6.1%이고, 이에 대한 F=58.656(p<0.01)으로 소비자태도의 추가는 유의적으로 나왔다. 3단계에서는 레스토랑 선택속성*소비자 태도의 추가적인 투입으로 인한 설명력의 증가는 0.6%이고, 이에 대한 F=1.585(p<0.01)로 조절효과는 유의적으로 나왔다. 프랜차이즈 레스토랑 선택속성과 소비자태도의 개별적인 조절효과를 보면 음식맛은 정(+)의 영향력이, 독특성은 유의적인 부(-)의 영향력이 있었고, 친절성과 청결성은 아무런 조절효과가 없었다.

• 기술사
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• 제29권3호
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• pp.24-33
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• 1996

• 한국프랜차이즈경영연구
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• 제14권1호
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• pp.23-38
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• 2023

Purpose: Most people are worried about contracting COVID-19, which in turn increases anxiety that they may have contracted COVID-19. Therefore, this study examines the effect of restaurant safety consisting of hygiene, store management, and countermeasure on trust, anxiety, satisfaction, and revisit intention. Research design, data and methodology: The data were collected from 537 consumers who had experiences of visiting a restaurant within the last 2 months and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Result: The hygiene, management, and countermeasure had a significant positive (+) effect on trust. Restaurant hygiene was found to have a significant negative (-) effect on anxiety, but countermeasure had a significant positive (+) effect on anxiety. Meanwhile, management did not appear to have a significant effect on anxiety. Trust was found to have a significant positive (+) effect on satisfaction and revisit intention. Anxiety was found to have a significant negative (-) effect on satisfaction but had no significant effect on revisit intention. Finally, satisfaction was found to have a significant positive (+) effect on revisit intention. Conclusions: As a result of the study, this study explained the safety of restaurants in the COVID-19 pandemic environment through the protective motivation theory.