• The Journal of Economics, Marketing and Management
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• v.9 no.5
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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.

• The Southeast Asian review
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• v.21 no.1
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• pp.49-91
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• 2011

Since mid of 1990's Vietnamese food had been advanced in Korea, the franchises and branches of the Vietnam food restaurant remarkably has grown in numbers. It was estimated that the number of Vietnamese food franchise was not less than 30's and the market size of food industry would be around 200 million dollars in Korea. While the interests and study on the globalization of Korean food had been recently increasing, the Southeast Asian food, especially Vietnamese food which had significantly taken place as one kind of food service had few academic approaches to research on the current situation and transition on Vietnamese food in Korea. This study is an experimental attempt to inquire for the Vietnamese food culture and the Vietnamese food in Korea. Through the field research at local(Vietnamese) restaurant, the interviews with the local residents and questionnaire survey on the Vietnamese food from Korean customers, the article examined the 'Southeast Asian Phenomena' in Korea by tracing the origins and pathway how Vietnamese food could be established in Korean food market. In addition, it tries to prove that current growth of Vietnamese food in Korea could be extend and explicated as real 'Vietnamese Phenomena'.

• Journal of Distribution Science
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• v.18 no.5
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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.

• The Korean Journal of Franchise Management
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• v.2 no.1
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• pp.46-60
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• 2011

Under the crisis of global economy, a creation of employment became an important economic issue in Korea. Recently, the structure of Korea economy has been shifted to technology intensive industry. So, Korea economy has been placed on growth without job. Food service industry to overcome this situation has begun to receive attention as a good alternative. Therefore, this study analyzed the effect of the food service industry up on the national employment in Korea using input-output table. Food service industry has a high influence on related industries that are within a food system in respect to job creation. These results show that it is important to provide support policies by government to develop a food service industry.

• The Korean Journal of Franchise Management
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• v.1 no.1
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• pp.1-17
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• 2010

This study aims to analyze the relationship between the expectation of franchisees to their franchisers before contracting and perceived performance after actually operation. The analysis data was collected from 789 franchisees located in Seoul and Gyeonggi-do of South Korea. The findings are as followings: first, the gap between expectation of franchisees and perceived performance was negative and it becomes an necessary for franchise managers to manage the expectation of franchisees by using various effective marketing strategies. Second, the gaps were different among different franchise industrial classifications and the gap in the food-service industry is the largest.

• The Korean Journal of Franchise Management
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• v.3 no.2
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• pp.20-38
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• 2012

After being introduced into franchises industry, franchise has made a phenomenal growth in a short time and a substantial contribution to job creation and economic revitalization. Nevertheless, franchise business operators failed a business or low profit because of a lack of information and indiscriminate foundation. Therefore the first object of this study is characteristics of franchise's factors on disclosure agreement in franchise associate website. second is examinations about casual relationship between factor and franchise performance with using Excel and SPSS 18.0 versions. The findings of present study were as follows. First, franchises manage small business mostly(financial data, scale so on) and franchise's type focused the food service industry. Specially, a business district select unprotected contract. Second, in franchise's factors, we could find statistically significant effect on annual average sales and annual average net profit. However growth rate of franchise don't have statistically significant effect. Third, we could find statistically significant difference on analysis both franchises' factors and financial data. In conclusion, we must consider of franchise industry environment and success effect on performance in starting one's business. Furthermore franchises plan ways for their sustained growth and protection of rights and interests. Finally business operator draw up their information and upgrade continuously for franchises industry growth. Discussion and theoretical and managerial implications of the results were described along with future franchise research suggestions.

• The Korean Journal of Franchise Management
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• v.11 no.3
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• pp.43-57
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• 2020

Purpose: Along with the trend increasing dining-out and enjoying variety of menu, dessert café has been introduced as a new type of food service provider and grown up rapidly. We need to verify structural relationship that dessert café environment influences overall quality and brand image and loyalty. Research design, data, and methodology: This study seeks to understand how in-café environment influence overall quality, brand image and loyalty directly and indirectly based on SOR theory. We examine detail effect of in-café environment on overall quality and brand image and subsequently loyalty. Sample data were collected from 563 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The results indicates that all sub-dimensions of in-café environment influences positively overall quality. While, menu and atmosphere make positive impact on brand image. price, food and beverage quality, employee service do not affect significantly brand image. Further, overall quality influences positively brand image and both overall quality and brand image affect positively loyalty. In addition, overall quality plays full mediator role in relationship among price, food and beverage quality, employee service and brand image. Conclusions: Dessert café should differentiate itself from competitors through physical and non-physical environments which are likely to influence overall quality. As overall quality mediates between environment and brand image and influences loyalty, dessert café is required to communicate strength of functional quality and service quality aggressively. Additionally, favorable brand image affecting loyalty is required to be dominated in advance as the market is likely to be segmented along with its growth.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.33-51
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• 2022

Purpose: The online market is growing the most in history due to the expansion of non-face-to-face commerce. In addition, as consumers' interest in health, food safety, and environment increases, interest in and consumption of eco-friendly agricultural products is also increasing. Therefore, in the case of a specialty store that sells eco-friendly organic agricultural products, a marketing strategy that can increase customer loyalty by reflecting these consumer needs is necessary. In this study, the store attributes of eco-friendly food stores are classified into location, assortment, price, quality, and employee service, and the effect of each store attribute on utilitarian and hedonic value is investigated. Research design, data, and methodology: The subjects of this study were customers who visited an eco-friendly food store. Of the 511 survey responses, 311 were used for statistical verification, excluding 200 who had not visited within the last 3 months. For statistical analysis, Smart PLS 3.0 was used, and after checking the validity and reliability of the items, hypothesis testing was performed. Result: As a result of the study, it was found that assortment, quality, and employee service among store attributes had a positive (+) effect on utilitarian and hedonic value. Second, location had no significant effect on utilitarian and hedonic value. Third, price did not appear to have a positive (+) effect on the utilitarian value, and it was found to have a positive (+) effect on the hedonic value. Fourth, It was investigated whether the presence or absence of delivery service had an effect on store attributes between utilitarian and hedonic value, and it was found that there was a significant effect between employee service and hedonic value. Conclusions: Among eco-friendly food store environment management will be required in order to provide food that meets the tastes and needs of consumers by diversifying the taste, standard, and quality grade of food, and to maintain or improve the quality. In order to unlike other stores, eco-friendly food stores have high price resistance from the point of view of consumers, so it is necessary to diversify promotional media such as YouTube and SNS to raise awareness of eco-friendly organic food.

• The Korean Journal of Franchise Management
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• v.12 no.1
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• pp.7-19
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• 2021

Purpose: According to the growth of technology in the service industry, the interaction service between customer and employee has recently been transformed into between customer and technology by Self Service Technology (SST) requiring direct interaction with customers. In this context, self service technology such as unmanned ordering system installed at the store is actively introduced at the work place to reduce labor costs by food and retail company and the research for self-service technology which is rapidly replacing existing face-to-face service is needed. As the growth speed of SST is rapid, many researchers have studied the characteristics of SST, in every sector of business worldwide. Among the characteristics, attributes, Self Service Technology Quality (SSTQUAL) to evaluate SST is important because it may cause the customer's behavior. Thus, this research focuses on the effects of SSTQUAL on SST Satisfaction and SST continuance usage intention. This research suggests the guidelines for how Restaurant Company should prepare SST and build their customer satisfaction and continuance usage that increase the sales. Research design, data and methodology: This study tests the structural relationship between SSTQUAL of unmanned ordering system, SST satisfaction and SST continuance usage. SSTQUAL divided into four sub-dimensions and two categories, cognitive service attributes (Convenience, Functionality) and affective service attributes (Enjoyment, Assurance). 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 524 customers experiencing SST and were analyzed through SPSS 25.0 and SmartPLS 3.0 statistical package program. Results: The findings of this research are as follows. First, all SSTQUAL have significant positive impacts on SST satisfaction. Second, SST satisfaction has significant positive impact on SST continuance intention. Third, cognitive service attributes and affective service attributes had wealth of explanation of service attribute more than a single dimension. Conclusions: The implications of this study are as follows. Overall, Restaurant Company should manage SSTQUAL consisting of not only cognitive service attributes (Convenience, Functionality) but also affective service attributes (Enjoyment, Assurance) to satisfy customers basically regardless of the type of restaurant.

• Journal of Distribution Science
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• v.17 no.9
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• pp.83-92
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• 2019

Purpose - This research is to verify job fitness, empowerment, and recognition of career development support having the influence on formation of occupational identity in Korean food franchise distribution company. Research design, data, and methodology - Total 600 copies have been distributed and 394 copies have been collected, the covariance structure analysis has been implemented to verify the presented research hypothesis. Results - Demand fit and competency fit being the lower level of job fitness appeared not to have significant influence on occupational identity, and also these do not have the significant influence on the empowerment. Even though formal career development support being lower level of career development recognition appeared to have significant influence on empowerment, nonformal career development support appeared not to have significant influence on empowerment. Formal career development support and nonformal career development support appeared to have significant influence on occupational identity. Finally, empowerment appeared to have significant influence on occupational identity. Conclusions - It is implied that the psychological and subjective success felt in employee's career course may be improved by the job related job fitness, the initiative being individual characteristic and formal and formless career development support being organizational characteristic.