• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.19-32
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• 2019

Purpose - Since the opening of Korea's distribution market, the domestic network marketing market has been continuing to grow. In this context, research on network marketing independent operators, which plays the most important role in the network marketing industry, is insufficient. This study was to identify the effects of Independent Operator's Company Selection Attributions on the Economic and Non-Economic Satisfaction, Trust, and Recommendation. The results will provide strategic direction, theoretical and practical implications for companies and operators in the network marketing industry. Research design, data, and methodology - In order to verify the research hypotheses, the data were collected from Independent Operators of Network marketing industry using questionnaires. The pretest was conducted from January 8 to 19, 2018, and the main survey was conducted from February 1 to 28. A total of 210 questionnaires, of which 193 copies were collected. The data were analyzed with SPSS 21.0. and AMOS 21.0. Results - The results are as follows; product competitiveness and system competitiveness have significant effects on economic satisfaction and non-economic satisfaction. Economic and non-economic satisfaction have significant effects on business trust. Economic and non-economic satisfaction did not influence recommendation intention directly, but influence it indirectly. Business trust has a significant effect on business recommendation intention. Conclusions - After starting network marketing business as an independent operator, the competitiveness of the company is meaningless, and product competitiveness and system competitiveness are important factors for economic and non-economic satisfaction. Therefore, network marketing companies and independent operators should prioritize product competitiveness and system competitiveness between business development. The findings show that trust in the business is very important for active business Recommendation to others. Therefore, network marketing firms and independent operators need to make efforts to meet economic and non-economic satisfaction, which have a significant impact on business trust.

• Asia Marketing Journal
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• 제14권3호
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• pp.185-197
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• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.

• 한국프랜차이즈경영연구
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• 제3권2호
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• pp.39-54
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• 2012

프랜차이즈 시스템은 제2차 세계대전 이후 유통경로의 중요한 한 분야로서 미국을 시작으로 급속한 성장세를 보여 왔다. 미국과 일본을 거쳐 국내에는 1979년에 도입되어 비약적인 성장과 발전을 이루었다. 현재 한국의 프랜차이즈 시스템은 미국적 계약문화에 의한 지적재산권으로 정착되기 보다는 한국문화에 맞는 사업경쟁력 강화시스템으로 변형, 발전 되었는데 한국의 프랜차이즈 시스템은 가맹본부가 가맹점으로부터 로열티를 받는 대신 대량구매와 공동물류, 마케팅을 활용한 경쟁력을 높여 이에 따른 이익을 발생시키는 독특한 시스템으로 정착되었다. 이러한 한국적 프랜차이즈 시스템의 국내 성공에 힘입어 최근 국내의 많은 프랜차이즈 업체들이 한국적 프랜차이즈 시스템에 의한 국제경쟁력을 갖추고 해외 진출을 본격적으로 전개하고 있다. 이런 한국의 프랜차이즈 기업의 해외진출은 한국 내에서 지역을 넓혀가는 것에 비해 훨씬 많은 시간과 조사, 노력, 자금이 필요하고 이에 따르는 위험도도 높다. 즉 진출하고자 하는 국가의 문화, 관습, 생활수준 및 관련 법규에 대하여 충분한 조사를 행한 후에야 진출 여부에 대한 의사 결정을 내릴 수가 있다. 최근 카페베네가 미국 뉴욕 맨해튼에 진출하고 번 전문업체도 미국 현지에서 성공적으로 안착하는 등 국내 토종 프랜차이즈 기업들도 해외 진출을 통하여 사업을 확대하고 있는 추세다. 그러나 영국시장에서 우리나라 프랜차이즈 진출은 전무한 상태다. 영국의 경우는 개인 서비스 영역의 프랜차이즈의 성장세가 높아지고 있고 웰빙 열풍으로 동양의 식음료에 대한 정보도 유입되고 있는 상황이다. 또한 유럽국가 중에서도 인터넷 보급률이 높으며 2012년 런던올림픽 이후 IT 산업 육성 등 홍보나 마케팅 정보의 유입이 예전에 비해 좀 더 쉽게 다가갈 수 있게 되었다. 이러한 상황에서 영국 시장에 프랜차이즈 진출을 위하여 사업 환경은 어떠한지 어떠한 업종으로 진출할 것인지의 전략수립을 통하여 세밀하게 성공 요인을 분석하고 벤치마킹함으로써 한국의 프랜차이즈 기업이 영국 시장 진출에 큰 시사점을 얻을 수 있는데 그 목적이 있다.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.955-966
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• 2020

The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

• 한국프랜차이즈경영연구
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• 제13권1호
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• pp.19-33
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• 2022

Purpose: Based on the resource-based view and the competitive advantage theory, the study views marketing capabilities (product, pricing, delivery/inventory, and promotional support) as sources of competitive advantage (differentiation advantage and low-cost advantage) and examines their impacts on competitive advantage, which in turn, will influence non-business and business performance. Research design, data and methodology: Data were collected from 149 representatives of franchising companies in South Korea and analyzed with SmartPLS 3.3.7. Results: First, promotional support and product have a significant impact on differentiation advantage. Second, pricing and promotional support have a significant impact on low-cost advantage. Third, differentiation advantage has an influence on non-financial and financial business performance. Fourth, low-cost advantage has an impact on non-financial performance but has no significant direct impact on financial performance. Fifth, non-financial performance is related to financial performance. Finally, the result of IPMA shows that importance and performance values of exogeneous variables are different depending on firm size. Conclusions: The findings suggest that franchisors should focus on different marketing capabilities depending on their strategic focus and objectives. Finally, the findings based on an IPMA suggest that small companies perceive low-cost advantage as important, while their counterparts do not. Several theoretical and managerial implications are offered.

• 한국프랜차이즈경영연구
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• 제12권3호
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• pp.21-34
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• 2021

Purpose: As the visual expression cue that can easily reveal and imprint the brand image to consumers becomes more important, franchise coffee shops are making various efforts to establish design elements and brand identity. Therefore, the purpose of this study is to examine the structural model between design elements, brand identity, brand association, brand personality, and brand image of franchise coffee shops from various angles, and to suggest a plan for using visual elements makes a brand image on the franchise in the future. Research design, data, and methodology: This study tests the structural relationship between design elements, brand identity, brand association, brand personality, and brand image of franchise coffee shops. design elements are divided into three attributes (interior design, product design). And brand identity is divided into two attributes (brand name, brand symbol/logo). In order to achieve the purposes of this research, research model and hypotheses were developed based on previous researches. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 380 customers who visited franchise coffee shops and were analyzed through SPSS 26.0 and SmartPLS 3.0 statistical package program. Result: As a result of this study, first, it is confirmed that product design has a positive effect on brand association toward coffee shops. Second, interior design and product design have a positive effect on brand personality. Third, all brand identity have a significant positive impact on brand association and brand personality. Finally, brand association and brand personality of coffee specialty shops have a positive effect on brand image. Conclusions: The following implications of this study are as follows. This study is confirmed that there is an effect of design elements attributes and brand identity attributes on brand association and brand personality. And, the brand image was found to be influenced by brand association and brand personality. This suggests that it can be used to establish visible marketing strategies for franchise coffee shops. Therefore, it is necessary to further improve efforts to raise the level of the brand image through visual factors such as unusual interior design, product packages.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.33-42
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• 2019

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

• 한국프랜차이즈경영연구
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• 제8권3호
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• pp.7-16
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• 2017

Purpose - Recently, as the franchise market has grown rapidly and competition has intensified, the creation of competitive advantage by companies has become important as a corporate survival strategy. Based on previous studies, this study proposed a theoretical framework for the structural relationship between psychological ownership (organization and job), job performance, and customer orientation. Research design, data, and methodology - This research examines the structural relationship between psychological ownership, job performance, and customer orientation in terms of employees. More specifically, in this model, psychological ownership consists of two sub-dimensions of organization and function. Research models and hypotheses have been developed for this purpose. A total of 409 respondents responded via surveys. 2 out of 409 respondents have been removed and a total of 407 were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling with SPSS 21.0 and Amos 21.0 statistical program. Result - The results of the study are as follows. First, psychological ownership (organization and job) has a statistically significant positive effect on job performance. Second, psychological ownership of the job has a statistically significant positive effect on customer orientation. On the other hand, psychological ownership did not have a significant effect on customer orientation. Conclusions - The implications of this study are following as: From the theoretical point of view, this study distinguishes the psychological ownership of employees of a franchise corporate into two dimensions, organization and job, rather than a single dimension. Based on this, we examined the effect of psychological proprieties on job performance and customer orientation. This study also provides several implications. In a fiercely competitive franchise market, it is very important to analyze your employees to gain a competitive advantage over other competitors. It is meaningful to study the employees who work in the franchise. In addition, psychological ownership is an important variable that enhances job performance and leads to customer orientation, so the company needs to pay attention. Therefore, it needs to develop an internal marketing strategy that promotes psychological ownership.

• 한국프랜차이즈경영연구
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• 제12권1호
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• pp.35-44
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• 2021

Purpose: This study examines the opportunism moderating effect by the startup experience in the relationship between franchisor and franchisees. In the case of a franchise system that has a continuous relational exchange transaction, relationship management is a very important activity because the relationship management between franchisor and franchisees improves the quality of the relationship. Nevertheless, there is insufficient of research on opportunism, which is a negative factor in managing the relationship between franchisor and franchisees in continuous relationship. Research design, data and methodology: This study, we explore the cause of opportunism based on transaction cost theory through prior research and establish a research model based by goal incongruity, uncertainty, information asymmetry, transaction specific assets, the relevance to determinant of opportunism and the startup experienced which is a moderating variable. To verify several hypotheses, the data were collected from 300 out of 1,760 domestic franchisees and analyzed using multiple regression analysis with SPSS program. Results: The findings are as follows. Goal incongruity did not affect opportunism. Opportunism increased as uncertainty increased, and as information asymmetry increased, opportunism increased. An opportunism decreased as transaction specific assets increased. Moreover, the findings show that startup experience only plays a moderating role in the relationship between information asymmetry and opportunism. Therefore, 4 out of 8 hypotheses were supported. Conclusions: The findings show that uncertainty, information asymmetry, and transaction specific assets are the determinants of opportunism. In addition, the results of the analysis of the moderating role of startup experience show that the less entrepreneurial experience, the greater the influence of information asymmetry on opportunism. Our findings mean that maintaining a successful relationship between franchisors and franchisees is possible when franchisors provide knowledge sharing, goal sharing, environmental sharing, and management information sharing to franchisees. In addition, the findings of this study shows that the contract content and management should be changed according to the entrepreneurial experience. In other words, the franchisors must share and integrate the accumulated franchisees' and franchisors' experience with the franchisees to create a synergy that can lead to successful bilateral relationship maintenance, which in turn reduces opportunism.

• 한국프랜차이즈경영연구
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• 제7권2호
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• pp.15-25
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• 2016

Purpose - This study examined the effect of perceived corporate social responsibility (CSR) on cognitive trust, emotional trust, and loyalty among using Korean food buffet franchises. The result of this study is expected to provide practical implication to industry practitioners in expanding their understanding of the CSR effect in the marketing perspective. Research design, data, and methodology - The data was collected from a panel of online research companies who are over 20 years old and dined in at Korean style buffet franchise outlets more than five times. A total of 370 samples were used after eliminating outliers and missing data. the data were analyzed SEM with SPSS and AMOS. Result - The result of this study showed that: 1) social CSR activities have an effect only on emotional trust; 2) food-related CSR activities influence both cognitive trust and emotional trust; and 3) both cognitive trust and emotional trust have a significant impact on customer loyalty in Korean style buffet franchises. However, it is important to note that this study found no significant causal impact from environmental CSR activities. Furthermore, this study found that food-related CSR activities have the greater influence on the cognitive trust, and cognitive trust is more influential on the customer loyalty than the emotional trust. Conclusions - Based on the findings, this study provides practical implications to industry practitioners. First, that CSR has a significant impact on customer trust suggests that Korean style buffet franchises should focus on CSR activities to improve customer trust. Second, that food-related CSR activities have the greater influence on the cognitive trust implies that industry practitioners should reinforce food-related CSR activities as a marketing tool to enhance emotional trust and the overall credibility of their franchise. Third, we need to find CSR measures at the social level that can secure emotional trust so that customer loyalty can be formed. Fourth, Korean food buffet franchise food service companies should concentrate their efforts on CSR activities at food and social level among the three dimensions suggested by researchers in order to form customer loyalty. For next study, perceived concept of CSR on individual customer should be examined.