• Culinary science and hospitality research
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• v.23 no.6
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• pp.11-19
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• 2017

The purpose of this article was to study the influence of eco-friendly management on customer's purchasing-intention at franchise Korean restaurants. In this research, factor analysis and multi regression analysis were used. Eco-friendly management was divided into 4 factors. Eco friendly service affected positively brand image (p<0.05). Energy saving positively affected brand image (p<0.005). Contribution to local society positively affected brand image (p<0.05). Menu composition affected the most positively brand image (p<0.001). At last, brand image had positive influence on purchasing intention (p<0.001). According to these results, we confirmed that the factors of eco friendly management influenced significantly on the customers' perception of brand image. As a result, food service corporations need to deal with the factors of eco friendly management efficiently. The findings of this research would help business management to build effective service marketing strategies and to satisfy the needs of customers at franchise Korean restaurants.

• Culinary science and hospitality research
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• v.23 no.1
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• pp.58-65
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• 2017

This study performed to test the effect of food neophobia on the formulated model on the relationships among perceived service attributes(food, employee, and physical attributes), brand trust, satisfaction and behavioral intention as perceived by franchise snack bar consumers. Total 299 respondents were used for statistical analysis and SPSS 21.0 and AMOS 21.0 program were employed. The findings of current study verified that food attribute among perceived service attributes has positively influence on brand trust and satisfaction, and the employee attribute has only effect on the brand trust. Additionally, the brand trust was critical predictor of satisfaction, but it was not significant antecedent of behavioral intention in context of franchise snack bar restaurant. Furthermore, this study found the moderating effect according to level of food neophobia on the designed hypothesizes, so it has been identified the importance of people's propensity about food neophobia can significantly effect on brand trust and satisfaction in franchise snack bar restaurant. These findings will contribute to provide meaningful suggestion to develop marketing strategic in franchise snack bar business as well as provide the theoretical evidence in the new segmentation.

• Journal of the Korean Society of Food Culture
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• v.23 no.6
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• pp.720-728
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• 2008

The objective of this article is to examine Korean consumers' perception level of the country-of-origin of brand (COB) of global restaurant franchises. Although global brands have rushed onto the Korean food service market since 1980, there has been little or no research conducted regarding consumers' perception of COB of global restaurant franchises. In this study, we surveyed consumers to determine their perception of COB for 27 foreign global restaurant brands; specifically, we attempted to determine whether or not Korean consumers could correctly recognize the COB of each brand. The results of this research revealed that Korean consumers correctly perceived the COB of certain restaurant brands, and incorrectly perceived some other brands. For instance, Korean consumers' perception level of the COB of McDonald's and KFC were quite high, and conversely their perceptions of the COB of Outback Steakhouse and Pohoa were relatively low. When consumers select a restaurant brand, COB image was shown to be more influential than brand image.

• The Korean Journal of Franchise Management
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• v.10 no.2
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• pp.59-70
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• 2019

Purpose - Every company studies how to attract and retain new customers to increase competitiveness and profitability. Companies establish strategies to attract customers, secure competitive advantage and generate revenue. Businesses are looking for newer and better ways to differentiate themselves in the marketplace. One of the requirements for service differentiation is to make it a prerequisite for an engaging customer experience. Customer experience can be attained through service experience. Satisfaction determine whether to reuse the food service franchise. The purpose of this study is to investigate the effect of customer experience on the satisfaction and revisit intention of food service franchise. In this study, customer experience consists of three attributes such as service environment, food quality, and price fairness. Also, this study is to identify the importance of three service experience attributes of customer satisfaction and revisit intention using ANN (artificial neural network) analysis. Research design, data, methodology - The survey was conducted on customers who have visited franchise restaurants in one month in order to examine how service environment, food quality, and price fairness have been influenced customer satisfaction and revisit intention through online survey company (SM culture & contents). A total of 300 representative surveys were collected. Of those collected surveys, 26 were not used due to missing information, resulting in 274 as the final sample size. The sample size was more than 10 times more than the number of variables used in the structural model analysis. Results - The findings of this study are as follows: Service environment and price fairness have a significant effect on satisfaction. However, food quality did not have a significant effect on satisfaction. Finally, it was found that satisfaction had a significant effect on revisit intention. Meanwhile, according to the results of ANN analysis, satisfaction as a dependent variable was found to be the most important in male price fairness and service environment in female. Also, when the revisit intention is used as a dependent variable, both male and female price fairness are important. Also, when the intention to revisit is used as a dependent variable, both male and female price processes are important. Conclusions - First, a restaurant franchise enterprise needs to manage customer service experience. Customers should strive to eat and enjoy at a dining franchise store. Second, it is necessary to design a food service franchise shop as a customer-oriented service environment. Franchise companies need to improve the environment so that customers can use the store conveniently. Third, the restaurant franchise menu price needs to be cheaper than the alternative menu. The restaurant franchise menu needs to be constructed with a popular menu that can be used continuously by the customer, so that it can be set at a reasonable price.

• Journal of Distribution Science
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• v.14 no.7
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• pp.33-44
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• 2016

Purpose - This study aims to provide domestic franchise coffee shops with useful information by analyzing the impact of servicescape and the ability to provide service on the customer satisfaction and loyalty in franchise coffee shops in Seoul. Research, data, and Methodology - The data were collected for a month from 1^st in February, 2016 through judgement sampling. Then, the available collected data were analyzed with SPSS 19.0 package. Results - The results from this study are as follows. First, the servicescape factors, which have impact on a franchise coffee shop's customer satisfaction, are determined to be interior, cleanliness and coziness. Next, the ability to provide service affects customer satisfaction. Third, servicescape factors have impacts on customer satisfaction. Also, the service from a coffee shop affects customer loyalty. Therefore, a customer's satisfaction through services of a coffee shop has an impact on customer loyalty. Conclusions - It is important to have not only the ability to provide service but also servicescape factors, such as interior, cleanliness and coziness in order to be distinct from other competitors. These difference might create customer satisfaction and retention which will bring profits.

• The Korean Journal of Franchise Management
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• v.9 no.4
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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.

• Culinary science and hospitality research
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• v.22 no.1
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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.

• Journal of Korean Institute of Industrial Engineers
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• v.39 no.4
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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.

• Culinary science and hospitality research
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• v.22 no.8
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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.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.52-63
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• 2016

This research was conducted about four weeks from April 1, 2016 until April 30. Data collection for customers who visit the restaurant franchise in Seoul. Results shown that choose a restaurant franchise result sync conducted a regression analysis to analyze the impact on consumers' purchase intention. Kindness was the influence of B=0.597 (p<.001), is a unique B=0.210 (p<.001), cleanliness is B=0.230 (p<.001) significant information on the degree of consumer purchases (+). Second, choose a restaurant franchise motivation verify the moderating effect of consumer attitudes between the purchase intention of consumers eating out analysis. In the first stage determining factor model to 0.630, F=128.612 (p<0.01) emerged as significant. In the second stage of the explanatory models increased by the addition of an additional 6.1% of consumer attitudes consumer attitudes to F=58.656 (p<0.01) for it came out significantly. In Step 3 of Select synchronization options* and the increase in explanatory power due to the additional input of consumer attitudes 0.6%, so for F=1.585 (p<0.01) emerged as a significant moderating effect.