• 동아시아식생활학회지
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• 제18권5호
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• pp.861-872
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• 2008

Despite the recent increase in the prevalence of the franchise system in the foodservivce industry is increased recently, the its variation the exigencies of the industry itself requires that franchise systems to be fully equipped with various a variety of business strategies which is indispensable to run franchise system. In the previous studies, most the majority of researchers have been likely to gathered samples from only one region, or all from a similar type of business. However, considering the difference between Seoul and other areas or categories of business type, there could be may be differences different with in these conditions (market orientation, transaction specific assets, environmental dynamic, and trust and trust). Therefore, the principal objective of this study aims was to verify the differences among areas and categories of franchise business. The results of this article are as follows : the variables of customer orientation, competitor orientation, environmental dynamics, and trust and transaction- specific assets show evidence regional differences (p<0.01), and these variables are differ significantly different by category of business (p<0.05). However, the present paper is limited in its scope. Further studies on into different largesclae assessments are needed required.

• 벤처창업연구
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• 제2권2호
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• pp.69-91
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• 2007

본 연구에서는 외식 프랜차이즈 가맹본부와 가맹점간의 장기적인 관계형성을 통해 경쟁력을 증진시키기 위한 방안으로 공정성에 대한 지각이 상호관계의 질에 미치는 영향을 분석하고자 하였다. 실증분석 결과, 프랜차이즈 본부의 공정성에 대해 긍정적으로 인식할수록 상호관계의 질에 긍정적 영향을 미쳤다. 공정성의 두 개념인 분배공정성과 절차공정성 모두 긍정적으로 지각할수록 가맹본부에 대한 신뢰와 만족은 높게 나타났으며, 갈등은 적게 나타났다. 분배공정성과 절차공정성 모두 유의한 결과를 나타내기도 했지만, 특히 분배공정성보다는 절차공정성이 가맹본부에 대한 신뢰와 만족에 더 큰 영향을 미치는 것으로 나타났다. 또한 프랜차이즈 가맹본부와 가맹점간의 상호관계의 질은 장기적인 결속에 긍정적인 영향을 미치는 것으로 나타났다. 즉, 본부에 대한 신뢰와 만족이 높고, 갈등이 적을수록 본부와 보다 상호협력적인 가맹점이 되는 것이다. 상호관계의 질을 구성하는 요인 중 장기적인 결속에 가장 큰 영향을 나타내는 것은 신뢰로 나타났다. 이 결과는 외식 프랜차이즈의 가맹본부와 가맹점의 적절한 관계개발 전략을 수립하는데 시사점을 줄 수 있다. 첫째, 외식 프랜차이즈 본부의 실무담당자들은 가맹점과의 상호관계의 질을 높이기 위해 본부의 절차적인 공정성에 대한 가맹점의 지각을 긍정적인 방향으로 유도해야 할 것이다. 둘째, 가맹본부와 가맹점간의 장기적인 관계 형성을 위한 전략 대안으로는 가맹본부에 대한 신뢰형성을 우선적으로 제고해야 할 것이다.

• 유통과학연구
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• 제11권6호
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• pp.51-58
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• 2013

Purpose - Nowadays, more than ever before, fierce competition, deep market segmentation, short product life cycles, and intensifying customer needs are putting increasing pressure on franchise's organizations to satisfy their customers by creating market-oriented relationships with and enhancing their market knowledge of them. One way that this might be achieved is by establishing deep ties (i.e., job commitment and job satisfaction) with their employees. Therefore, the purpose of this study is to examine how two important constructs of franchises' strategic efforts, LO (learning orientation) and RMO (relationship marketing orientation), affect job satisfaction, given the mediating role of job commitment. A franchise system comprises a set of contractual arrangements by which mutual obligations are performed. An organizational learning goal motivates employees to improve their abilities and master the tasks they perform. Relationship marketing, in addition, is to identify, establish, maintain, and enhance relationships with customers and other stakeholders to ensure that the objectives of all parties are met and this is done through the mutual exchange of promises. In a relationship marketing orientation, then, a firm creates, maintains, and enhances a strong relationship with its customers by sustaining long-term ties. This study was designed to examine the evolution of various theoretical approaches to franchise systems in order to determine whether theories about firms have significantly affected the franchise system. To this end, the authors developed a structural model consisting of several constructs. Previous studies have suggested that franchises' learning and relationship marketing orientations are important occupational immersion dimensions driving job satisfaction. Research design, data, methodology - We empirically tested a process of how the learning orientation and the relationship marketing orientation influence job commitment and job satisfaction using survey data drawn from 150 responding franchisees who were interviewed about their individual tendencies. Results - The results of this study provide empirical evidence that learning orientation, relationship marketing orientation, and job commitment all influence franchisees' job satisfaction. The results of this study indicate that, first, learning orientation had a significant effect on job satisfaction; second, relationship marketing orientation was positively related to job commitment; third, job commitment had a significant effect on job satisfaction. We also found that relationship marketing orientation and job satisfaction were mediated by job commitment. Conclusions - The findings of this study confirm the importance of learning orientation and relationship marketing orientation in maintaining a positive marketing relationship between franchiser and franchisee from to the perspective of the market. This indicates that franchiser support such as educational programs provided by the franchiser will help franchisees attain higher business management achievement and satisfaction. Moreover, a positive relationship between franchisees and consumers can be maintained through tie effects. Our findings also suggest that learning orientation plays a critical role in job satisfaction within the franchise system.