• The Korean Journal of Franchise Management
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• v.8 no.2
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• pp.17-24
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• 2017

Purpose - In recent years, research has been conducted on the conflict resolution strategies of the franchise headquarters and the franchisees, but there is a lack of research on how the power structure and cultural factors play a role in resolving conflicts. From this perspective, this study is to examine the structural relationship between franchisors' cultural orientation and relationship power, and conflict resolution strategies, relationship trust, and relationship performance using. The findings of this study suggest how franchise headquarters should establish long-term relationship with franchisees and share information. Research design, data, methodology - The data were collected from April 1 to April 15, 2013. Because this study examined franchise industries from the franchisee perspective, we contacted franchisee store owner and managers located in Seoul and Gyeonggi Province. Interviewers trained contacted a total of 200 franchisees, and 196 franchisees responded. Out of 196 respondents, 13 respondents were deleted due to missing information. Thus, a total of 183 franchisee were used for this study. he data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, and structural equational modeling with SPSS 24.0 and Amos 23.0 statistical program. Results - The results showed that cooperation orientation and relational power of franchisor had significant effects on conflict resolution strategies. Cooperating, obliging, and compromising strategies of conflict resolution strategy had significant effects on relationship trust. Also, relationship trust had significant effect on relationship performance. Conclusions - This study shows that the franchise headquarters and the franchisees share necessary information for common purposes and that continuous two-way communications play an important role in resolving conflicts. In other words, the result of this study suggests that if the franchise headquarters and the franchisee actively consider the position of the other party and strive to achieve the goal, conflict resolution may be more successful. In order to do this, the franchise headquarters will have to consider how to build and maintain continuous communication with the franchisees, and continuous education is also needed so that employees can have a cooperative attitude. However, since the culture of these organizations is not made up of simple staff training and is not formed within a short time, the CEO of the franchisee headquarters should take the lead in establishing a cooperative culture with the merchants over the long term.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.2
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• pp.177-187
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• 2012

Franchising has long been an effective form of distribution that is used primarily by manufacturers whose product lines are especially suited exclusive or highly selective distribution. By IFA(International Franchise Association), franchising is defined as a continuing relationship in which the franchisor provides a licensed privilege to do business, plus assistance in organizing, training, merchandising, and management in return for a consideration from the franchisee. Thus franchising is a method for the owner(franchisor) of product, service, or method to obtain retail or wholesale distribution through licensed, affiliated dealers(franchisees). With rapid increase of franchising industry globally, franchising industry is very rapidly increasing especially in the sector of outdoor restaurant industry in Korea. But there are many problems to be settled for promoting this industry. For example, the industry is too much lean outdoor restaurant industry. With franchisors' short history and lack of management capacity, shortage of distribution infrastructure, smaller size of franchising system, and low trust between franchisor and franchisee, and so on, the industry has many barriers to overcome for promoting it. Here we are suggesting that taxation benefaction, monetary support for the starting franchisee, establishment of fair trade principle, promoting information system and professional human resource should be needed.

• Korean Journal of Community Nutrition
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• v.7 no.3
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• pp.354-360
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• 2002

The purposes of this study were (1) to understand how customers trade off one attribute against another when they choose a pizza restaurant, (2) to compare the importance of individual attributes with their relative importance and (3) to compare customers'brand choice patterns with the prediction of pizza restaurant operators. Empirical data for this study were collected from the customers (n=307) and operators (n=273) of flour famous pizza franchise restaurants in Korea, Pizza Hut, Mister Pizza, Domino's Pizza and Pizza Mall. The attributes and attribute levels for the hypothetical profiles were decided from the focus group discussion. A total of 16 profiles was selected from fractional factorial designs. The SPSS conjoint procedure was used to calculate utility scores and simulate profiles. The overall group statistics showed the relative importance of all attributes compared with one other. Taste was the most important attribute (32.48%) in choosing a pizza restaurant, followed by service (21.87%) , atmosphere (17.23%), price (15.17%) and speed of delivery (13.26%). There was a difference between the customers'ratings of the importance of the individual attributes and the ranking of the same attributes'relative importance as derived from the conjoint analysis. The operators rated service (26.54%) as also being important, as well as taste (27.76%), in choosing a pizza restaurant. The rankings of relative importance for pizza taste, service and price were statistically different in the customers'and operators'data (p < 0.001, p < 0.1, p < 0.5). Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of their customers'brand choice decision process and measure the hidden needs of their customers.

• The Korean Journal of Franchise Management
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• v.5 no.2
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• pp.51-67
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• 2014

Looking at the case of countries or companies, the success and failure can be found a certain repetitive 'Pattern'. In this paper, global franchise company factors determine the success or failure of the Burger King on the market dynamism perspective, and looked to discuss its implications. The success or failure of a company in a country like pattern of the growth and erosion and stagnation and decline, and the pursuit of sustainable growth through relentless improvement reactivated. Burger King has more to strengthen brand equity oriented by the world's best restaurant through the development of aggressive marketing activities in the global market to regain its former glory.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.53-66
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• 2022

Purpose: How to build the attitude on brand is very important, because it affects the positive word of mouth and revisit intention. Brand attachment, brand name, and image congruence play important role on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Following the planned behavior theory, this paper examines the effect of linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. Research design, data, and methodology: This paper examines the structural relationship among brand attachment, brand name, image congruence, brand attitude, WOM, and revisit intention. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The study is based on the quantitative method and considered 519 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square-structural equation modelling (PLS-SEM). Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that brand attachment and brand name had positive effects on attitude while image congruence did not have. Also, attitude had positive effect on WOM and revisit intention. Conclusions: This study expands the literature about WOM and revisit intentions. This study expands prior research in a similar field to which the theory of planned behavior (TPB) is applied, and reveals that brand attachment, brand name, and brand image congruence play an important role in developing brand attitude that affect revisit intention and WOM. And provide guidelines on how to enhance competitiveness in the restaurant sector based on understanding of linking brand attitude to customer loyalty and repeat business. By putting into practice these suggestions in the restaurant industry, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.183-197
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• 2016

This study was conducted to investigate the relationships among service quality, perceived benefit, perceived value and behavioral intention as perceived by franchise snack bars customers. The service quality of franchise snack bars' was tested in three sub-dimensions: environmental quality interaction quality, and outcome quality, which are based on Brady & Cronin's third-dimensional model. A total of 450 survey questionaires were distributed from March 9th to November 12th in 2015, of whi 411 questionnaires were deemed suitable for statistical analysis. SPSS 20.0 program was employed to conduct frequency analysis and reliability analysis, while AMOS 20.0 program was used to test the hypotheses. The results revealed that all three elements of service quality have a positive impact on perceived benefit. In particular, the outcome quality element had the greatest influence on perceived benefit. In sum, customers of a franchise snack bar considered outcome variables such as food taste, reasonable amount, and general quality of food as the most important factors to fulfill the benefit. This results suggest that Korean snack bar franchise companies need to consider improvements to outcome quality features, such as food quality. In addition, perceived benefit was a critical antecedent of perceived value, which was itself a significant predictor of behavioral intention. In conclusion, this study applied the means-end chain theory on franchise sank bar segmentation, as well as three dimension service quality model as developed by Brady and Cronin, and found results that will enable meaningful strategics for snack bar foodservice segmentation in pursuit of the development of efficient business plans, and that can be utilized as a theoretical data for future studies.

• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.450-460
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• 2019

This study analyzed the culinary arts major students' subjective perception toward capstone design subject which was thought by team teaching method through applying Q methodology. Generating future suggestions of the operation of the subject and finding common structure of students's responses are the main aim of this study. From the typological analysis, four types of common structures were found. There were Differentiation Curriculum Satisfaction Type(Type 1, N=14), Restaurant business plan Type(Type 2, N=5), Prefer franchise education Type(Type 3, N=3), Prefer menu development lesson Type(Type 4, N=3) and each type showed its own distinctive characteristics. In the future research, additional literature research and empirical study will be applied for adjusting and developing more sophisticate questions of Q methodology and analysing process for gathering diverse responses and specific analysis.

• The Korean Journal of Franchise Management
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• v.7 no.1
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• pp.13-20
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• 2016

Purpose - In the past, the chain hotel chefs only serve food to their customers. However recently, the hotel chefs play a pivotal role in hotel including considering various customer preferences, safety and nutrition of food, and increasing profits through effective human resource management and inventory control. With the change of the chain hotel chef's' roles, pygmalion leadership, one of new leadership styles, focuses on the effect that leader's positive expectation let subordinates have motivation and more engage in work. This study investigates the effect of chain hotel chef's pygmalion leadership on leader trust and organizational trust. Research design, data, and methodology - This study was to investigate the structural relationships among chain hotel restaurant chefs' pygmalion leadership, hotel restaurant cooks' leader trust, organizational trust, and teamwork, and how leader trust and organizational trust play mediating roles in the relationship between pygmalion leadership and teamwork. In this model, pygmalion leadership includes 4 dimensions: Climate, Feedback, Input, and Output. Data were collected using self-administered questionnaire survey on cooks of Deluxe hotel restaurants located in Seoul and Gyonggi-Do. The samples for data analyses were 243 excepting unusable responses. Result - The findings can be summarized as follows: First, climate and feedback had a positive effect on leader trust, respectively. Second, feedback and output had a statistically positive effect on organizational trust, respectively. Third, leader trust had positive effects on organizational trust and teamwork. Fourth, organizational trust had a significant effect on teamwork. Conclusions - As a chain hotel chef treats his/her staffs sincerely, they will be more engaged in work by establishing trust in their leader. Ultimately, it leads to higher sales profit and customer satisfaction. In addition, a hotel can encourage chefs and other staffs to treat each other as if the student-instructor relations, not just commanding staffs. Then, cooks build up their trust to their leader and organization for its sustained growth and development, and the internal bond in organization including teamwork is strengthened. Therefore, to strengthen teamwork and organizational trust, there should be active communication, knowledge sharing, goal sharing, and cooperation between chefs and cooks.

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.57-75
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• 2024

Purpose: Nowadays, many restaurants use serving robots. Initially, many people thought that Covid-19 caused the spread of serving robots. However, even as the endemic, many restaurants still use serving robots. Therefore, this study examines why many customers choose restaurants with serving robots, using the UTAUT2 framework. Additionally, this study explores whether shyness has a moderating effect on these factors. Research design, data and methodology: Data were collected from 307 consumers who had visited a restaurant using a serving robot and analyzed using SmartPLS 4.0 software. A total of 286 datasets were analyzed. Result: We found that the precedence factors of UTAUT2 (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation) had a positive effect on attitude. Furthermore, attitude had a significant positive effect on Behavioral Intention. However, shyness did not appear to have a moderating effect among these factors. This is likely due to customers using serving robots for very short time, as identified in the literature review. Conclusions: As a result of this study, it was explained that Hedonic Motivation had the most significant positive effect on shaping attitudes toward restaurants using serving robots through the UTAUT2 model.

• The Korean Journal of Franchise Management
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• v.10 no.3
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• pp.25-35
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• 2019

Purpose - The major objective of this study was to investigate the effect of franchisor's (economic and philanthropic) CSR in inspiring franchisee's loyalty for the franchisor. Another aim of this investigation also was to clarify the mediating role of economic and social satisfaction in the relationship between franchisor's CSR and franchisee's loyalty. Research design, data, and methodology - This study explores the structural relationship between franchisor's CSR and franchisee's loyalty and in these relationships, the mediating role of relationship satisfaction. Data were gathered from employees(above manager) in food-service franchisee companies in Seoul, Korea. The questionnaires were distributed to managers of the franchise stores. A total of 251 questionnaires were collected. Data management and analysis were performed using SPSS 21.O and SmartPLS 3.0. Evaluation of measurement model and structural model was carried out using confirmatory factor analysis and correlation analysis. Result - The results of this study show as follows. First, economic CSR had positive effects on economic satisfaction and social satisfaction. Second, philanthropic CSR had positive effects on social satisfaction. Third, economic satisfaction and social satisfaction had positive effects on franchisee's loyalty to the franchisor. Conclusions - The important implications of this study have as follows. First, this study has found that economic CSR can create a high economic satisfaction and social satisfaction of franchisee. Second, this findings suggest that the philanthropic CSR can improve the social satisfaction of franchisee. Third, this results demonstrate, for the first time, that the economic satisfaction and social satisfaction of franchisees can play a crucial role to improve their loyalty for the franchisor and pursue mutual development by maintaining the stable business relationship with a franchisor. In this investigation there are at least three limitations. First, Because the research sample is limited to the foodservice franchisee in Seoul, it is not possible to be representativeness of the national franchisee. Second, CSR activities are mostly focused on large franchise companies. Therefore, there is a limit to the research approach. Finally, this study examined the effect of economic CSR and philanthropic CSR on the loyalty of franchisors, but in the future study, it is necessary to analyze the relationship between CSR and loyalty of franchise companies by collecting specific quantitative data such as re-contract rate and management performance of franchisees.