• The Korean Journal of Food & Health Convergence
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• v.10 no.4
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• pp.1-8
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• 2024

This study investigates the impact of servicescape elements in franchise fast food restaurants on the attitudes and revisit intentions of Generation MZ. Employing a mixed-methods approach, we surveyed 231 MZ consumers across five major urban centers. Our findings reveal that ambient conditions, spatial layout, and technology integration significantly influence MZ consumers' perceptions and behaviors. Specifically, sustainability-oriented design, customizable spaces, and seamless digital integration emerged as key drivers of positive attitudes and increased revisit intentions. Furthermore, we identify important generational differences, with Gen Z placing higher importance on Instagram-worthy aesthetics and contactless service options compared to Millennials. This research contributes to servicescape theory by proposing a novel framework tailored to MZ consumers in the fast food context. It offers practical implications for franchise operators seeking to attract and retain this crucial demographic. Our study highlights the evolving preferences of younger consumers and underscores the need for adaptable servicescape strategies in the fast food industry. The results suggest that franchises investing in environmentally conscious designs, flexible spaces, and cutting-edge technology are likely to see improved customer satisfaction and loyalty among MZ consumers. Future research could explore the long-term effects of these servicescape elements on brand perception and market share within the competitive fast food landscape.

• The Korean Journal of Franchise Management
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• v.10 no.4
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• pp.7-18
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• 2019

Purpose: This study identifies the relative importance of the sub - factors of initial services and continuous services using AHP (Analytic Hierarchy Process) method, and calculates the competitive index for the detailed factors. The purpose of this paper is to propose the establishment of long - term and short - term management strategy for expansion of business of food service franchise, franchisors, long - term and win - win relationship with franchisees, and rationalization of operating system. Research design, data, and methodology: The population for the survey is 92 franchisees in 46 foreign brands and 46 domestic brands in the Seoul metropolitan area (Seoul / Gyeonggi / Incheon). The survey was conducted from July 1 to August 31, 2018 through the survey agency with a telephone interview and a surveyor's direct visit. A total of 100 questionnaires were collected, but a total of 92 parts were used for analysis except 8 parts that were considered to contain false information. Using the AHP method, relative importance and competitiveness index were calculated for the details of initial services and continuous services. Results: The results shows continuous services were significantly higher for both foreign brand franchises, domestic brand franchises, and overall than initial services, This suggests that the continuous services of the affiliated franchisors has a higher relative importance than the initial services. Among the continuous services, brand reinforcement and promotion were significantly higher for both foreign brand merchants and domestic brand franchises. This can be regarded as the most important factor in brand reinforcement and promotion when selecting a food service franchisors. Conclusions: In the Standard Terms and Conditions governed by the Fair Trade Commission, the franchisors should increase the fairness by creating manuals for supporting services, especially after opening, and regularly checking whether the supporting services have been carried out like manuals since the establishment of franchisees. In addition, the Brand Strengthening and Public Relations Committee (tentative name) jointly participated by the franchisors and franchisees for the purpose of strengthening and promoting the brand, suggesting a system for transparent and efficient execution of the brand reinforcement and promotion budget and monitoring afterwards.

• Journal of the Korea Society of Computer and Information
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• v.25 no.12
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• pp.305-313
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• 2020

In this paper, We Propose a ways how franchise service of delivery app should be made by analyzing the effect of delivery app usage properties of food service franchisee on satisfaction, business performance and intention of reusing, and suggest support plan of delivery app for franchise by food service franchisee. This study conducted survey on 212 franchises that have experience using delivery app among food service franchisees. To verify the hypothesis of the study, single regression and multiple regression analysis were conducted for verifying the relationship between variables. Key results of the study are as follows. First, it was found that the delivery app usage properties of food service franchisee had a positive relationship with satisfaction. Second, it was found that the delivery app usage properties of food service franchisee had positive relationship with business performance. Third, the satisfaction was found to affect business performance. Fourth, it was found that the satisfaction didn't affect the intention of reusing, and business performance was found to have a positive effect on the intention of reusing. It is necessary to increase the satisfaction of using of franchises through continuous management and reasonable pricing policies, and the headquarter of franchisee should be able to contribute to energetic sales of franchises through effective cooperation with delivery app companies.

• 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.

• 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.

• Culinary science and hospitality research
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• v.19 no.5
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• pp.264-279
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• 2013

This study aimed to analyze the differences between the types of disputes in food service franchises and the relevant corporate information. For this aim, the types of disputes were analyzed on the basis of the cases reported by the Korea Fair Trade Commission, and whether there are any differences from the relevant corporate information was analyzed using SPSS WIN(V.17.0). According to analysis results, the most often seen types of disputes were failure to provide the information disclosure sheet (58.5%) and failure to deposit franchising fee (15.1%). In Kruskal-Wallis test between the type of disputes and related corporate information variables, significant difference was found under significance level p<.05 for sales volume, the establishment period and the number of franchisees, and under p<.1 for the number of full-time employees. In correlation coefficient, the establishment period, the number of full-time employees and the number of franchisees showed positive correlation(p<.05), and the number of full-time employees showed correlation in the number of franchisees and the number of brands under the significance level p<.05. As a solution for the dispute, there should be franchisors' responsibility to comply with the principle of good faith, the authorities' strengthening exemplary transaction criteria and legal systems, as well as experts' consulting for prospective franchisees prior to establishing business.

• Journal of the Korean Society of Food Culture
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• v.24 no.4
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• pp.413-418
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• 2009

Existing literature on the CRM [Customer Relationship Management] has emphasized the marketing strategies between the franchisor and franchisee. In this study, we focused instead on factors involved in forging relationships based on marketing strategies between franchisee and the customers. A survey questionnaire was completed by 250 customers of Korean-style food franchises located in Seoul and Inchon. Each questions is based on a 5-point likert-type scale. After initial data recording, 41 questionnaires were deleted from the data set because of missing or insincerely answer. Finally, the sample data of 209 questionnaires were used for the statistical analysis. The data were analyzed with SPSS version 13.0 software to assess consumer satisfaction, trust, and support/reputation on flexibility and commitment. Regression analysis was performed to analyze the relationship between flexibility and commitment. Satisfaction and support/reputation significantly influenced flexibility, both satisfaction and trust significantly influenced commitment, and both flexibility and commitment significantly influenced the restaurant-consumer relationship.

• Culinary science and hospitality research
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• v.13 no.3
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• pp.20-32
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• 2007

This study investigates the satisfaction with the supply-supplying system and the kitchen operation for the main menu in the food service industry, expecially in the franchisor-franchisee relation. In order to accomplish this purpose of the study, it examines the research on the franchise food industry in terms of research methods and surveys experimental research actually. The total 600 copies of survey had been gathered and 278 copies were used to get the purpose of this study. The SPSS 12.0 version was used to analyze the data. The finding suggests that pork is the very essential material of the supply-supplying system on all kitchen operation of cooking quality, management system, physical supplying system, prime cost and the food hygiene. Comparing results of mean statistic, pork shows much higher mean point than that of chicken on the kitchen operation efficiency. Also, the franchisees will give more satisfaction with main menu using pork than the menu using chicken on the recharter intention.

• Journal of Convergence for Information Technology
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• v.7 no.6
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• pp.259-265
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• 2017

This study reviewed the existing studies in order to set up a strategy that can achieve the trust and business performance of the franchisers, who are actually operating franchised business, breaking from the research trend centered around franchise headquarters and added the factors of the franchise headquarters' strategy for expanding franchises, including word-of-mouth communication and advertising & publicity and added the exercise of recruitment agency outsourcing, flagship store, recently utilized often as preceding variables to verify the causal relation between the trust of the franchiser and the business performance of the franchise. The implications of this study, it can be concluded that the government authority for the attraction of healthy franchises can continuously attract franchises and enter the market can continuously attract franchises by increasing the trust of the franchises, and powerfully investing and managing them for the effort through word-of-mouth marketing. It is expected that this study will be helpful in the establishment of a business strategy for forming a continuous relationship as well as the franchise head office's strategy for the recruitment of new franchises.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.5
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• pp.87-102
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• 2018

The purpose of this study is to determine the impact of food service franchise's support system on franchisee's trust, financial performance and intention of multi-store operation. For this purpose, the results of the survey were collected for 111 small and mid-sized food service franchisees in Korea with less than 100 brand franchises, referring to article 9 of the act on Fair Trade. Structural equation model analysis was used for hypothesis testing. The results of the study are as follows; First, a support for store development, education, logistics, and supervisors among franchise's support system were found to have a significant impact on the franchisee's trust, but public relations support was not significantly affected. Second, a support for store development had significant influence on the financial performance, but the support for education, logistics, supervisors and public relations did not significantly affect the financial performance. Third, franchisee's trust has been shown to have a significant impact on financial performance and intention of multi-store operation. Fourth, financial performance was shown to have a significant impact on the intention of multi-store operation. Finally, confirming the mediated effects of financial performance on the effect of franchisee's trust and intention of multi-store operations also proved to have indirect effects. This study identified the impact relationship between the small and medium-sized food service franchise support system, franchisee's trust, financial performance and intention of multi-store operation. In particular, it is deemed meaningful that the performance of Korea's small and medium-sized food service franchises and the relationship of influence that can grow together through the qualitative growth of the franchise's system.