• International Journal of Internet, Broadcasting and Communication
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• v.15 no.3
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• pp.24-31
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• 2023

The purpose of this paper is to divide franchise education and restaurant education programs into three factors: educational content, educational techniques, and educational environment. After completing the franchise curriculum, we will identify what educational programs affect corporate performance and CEO's capabilities. A total of 99 copies were used as statistical analysis data by conducting a survey of those who completed the training from May 01 to May 15, 2023. The survey used the Likert 5-point scale, and for data analysis, hypothesis verification was conducted using frequency analysis, demographic analysis, and reliability analysis using SPSS23. As a result, it was confirmed that all three factors of franchise education are factors that affect performance and competency. Therefore, among franchise education programs, it is necessary to be faithful to the contents of education, use appropriate educational techniques, and prepare an educational environment well.

• The Korean Journal of Franchise Management
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• v.12 no.4
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.7-17
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• 2019

Purpose - Generally, the consumer's decision-making process for restaurant selection is simple and familiar. However, online information becomes important because the decision-making process of consumers becomes complicated in new restaurants and special situations. Because consumers can search for information online, information retrieval is now possible in selecting new restaurants. In particular, consumers often make decisions based on online information when making restaurant reservations. Research design, data, and methodology - All items were measured based on previous studies. The data were collected from customers who had visited the store by visiting the web page of the food service franchise within the last 3 months for the panel of the online survey institute. The questionnaires were surveyed from July 2 to July 11, 2018 for about 10 days. A mail and a message were sent to 2,000 people, and 310 people were asked to complete the questionnaire. Total of 303 data were used in the questionnaire, excluding 7 insufficient data. Results - The findings of this study are as follows: Consensus, vividness, and neutrality have positive effects on enjoyment. Consensus have positive effect on anxiety, but vividness and neutrality did not have significant effect on anxiety. Also, enjoyment has a positive influence on intention to visit, and anxiety has a negative influence on visit intention. Conclusions - First, franchise companies online advertising in a variety of ways, but they are mixed with other customers' WOM and offered to consumers. In this case, the information provided by the company may be distorted. Therefore, a restaurant franchise company needs to operate an official online channel to provide accurate information to its customers. Second, it is necessary to make contents so that other customers can participate in online channels of food service franchise companies. Third, food service franchise company should produce enough online contents to experience indirectly even if the customer does not visit the store directly. Fourth, food service franchise company needs to prepare a way for many customers to participate in many official contents.

• The Korean Journal of Franchise Management
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• v.9 no.4
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• pp.7-19
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• 2018

Purpose - Recently, global management in Korea franchise industry is becoming an important keyword. As an important branch market, Chinese market plays a major role not only by making experience of the competitiveness among global brands which offers a foothold to become a top global brand, but also by actualizing an economies of scale in production, sales, etc. Therefore, it is necessary to identify key successful factor influencing customer evaluation and responses of Korean franchise restaurant targeting Chinese consumers in China context. The purpose of this study is to examine the effects for Korean franchise restaurant selection attributes on perceived value, customer satisfaction and customer loyalty in Chinese context with SmartPLS 3 and Artifical Neural Network(ANN). Research design, data, and methodology - For these purposes, the authors developed several hypotheses. A questionnaire survey was conducted on the panel of online survey companies for Chinese consumers who have visited Korean franchise restaurants. A total of 404 data were analyzed using structural equation modeling(SEM) and artifical neural network(ANN) with SPSS 22.0 and SmartPLS 3.0. Result - The findings of this study are as follows: First, the alternative model findings show that facilities & atmosphere, employee service, and menu influenced on utilitarian value, customer satisfaction, and customer loyalty directly. Second, employee service influenced on customer satisfaction. Third, menu influenced on hedonic value. Fourth, brand reputation influenced on utilitarian value. Fifth, hedonic value increase customer satisfaction and customer loyalty. Sixth, hedonic value increase customer loyalty. Seventh, customer increase customer loyalty. And, the ANN analysis shows that utilitarian value is the first most important factor influencing customer satisfaction, followed by hedonic value, facilities & atmosphere, menu and employee service. However, the ANN analysis shows that customer satisfaction is the first most important factor influencing customer loyalty, followed by utilitarian value, hedonic value, brand reputation, menu, and employee service. Conclusions - This study provides practical implications for enhancing customer satisfaction and customer loyalty by applying the ANN technique that complements the limitations of the linear structural relationship analysis using the proposed model and the alternative model. In other words, the SEM-ANN model provides guidelines on how Korean franchise restaurants should formulate facilities & atmosphere, employee service, and menu mix strategies in China. In addition, ANN 's analysis shows that restaurant brand reputation plays a pivotal role in increasing customer loyalty. The fact suggests that Korean franchise companies should establish their domestic brand reputation prior to their entry into overseas markets such as China.

• Asian Journal of Business Environment
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• v.5 no.4
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• pp.47-57
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• 2015

Purpose - The purpose of this study is to analyze franchise coffee shop service quality factors based on pilot research. In the proposed analysis, store atmosphere is added as one of the service quality factors. We aim to examine how franchise coffee shop service quality and store atmosphere influence customer satisfaction and loyalty. Research design, data, and methodology - Data was collected from 482 Korean coffee shop franchises and analyzed using frequency analysis, reliability/validity assessments, correlation analysis, and regression analysis with the software program SPSS 19.0. Results - The results are as follows. First, taste is revealed to be the most influential factor among components that have an impact on service quality. Second, taste also turned out to have the most impact on service quality among components influencing customer loyalty. Last, customer satisfaction affected customer loyalty. Conclusions - This study's findings show that taste was the most influential factor on service quality. The conclusion here is that most of the coffee shop customers are very familiar with coffee taste and this is influencing their loyalty.

• The Korean Journal of Franchise Management
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• v.2 no.1
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• pp.134-151
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• 2011

The strategy for brand alliance is a new type of franchise to iron out the problems like the hotel restaurant's structural contradiction and decreasing profits caused by keen competition with external restaurants. This study is purposed to present the decisive factors for the brand alliance throughexamining the correlations between the brand restaurant designation standards and the expected effects from local low- and mid-priced hotel's brand alliance. The questionnaires were distributed to instructors and professors who have experience in teaching the food and beverage sections at college's hotel and tourism departments and 100 specialists at managerial level of a hotel's food and beverage parts.This survey was conducted for 20 days from December 2 to 22, 2004 and analyzed by independent t-test and canonical correlation analysis. The findings of this survey are as follows.Firstly, the service of the expected effect factors of the brand alliance was recognized relatively high by the specialists in hotel industry, while the sales effect factor of restaurant designation standards was recognized higher by the academic experts.The specialists of the hotel industry recognized the factors of menu and corporate culture higher than the academic experts. Secondly, the entire factors of the brand restaurant designation standards showed a correlation with the whole factors of the restaurant designation standards.In particular, the 'menu' factor presented the most influential to the expected effects of brand alliance.The factors of 'risk reduction' and 'synergy effect' exerted the strongest effect on the restaurant designation standards, which indicated the mutual correlation between the expected effect of brand alliance and the restaurant designation standards. Based on this study, the correlation between the expected effect of brand alliance and brand restaurant designation standards may play a primary role to choose a partner for the brand alliance, a decisive factor for the success.The execution of the brand alliance or the method to designate the alliance partner may vary from the hotel's desirable effects when the brand alliance is determined.In other words, the partner designation standards should be corresponding to the expected effects from the brand alliance between hotel and brand restaurant, and the academic and industrial experts' perceived differences in the expected effects of brand alliance and restaurant designation standards should be clarified to display the direction of decision-making and find the potential risks.

• Culinary science and hospitality research
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• v.23 no.3
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• pp.216-226
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• 2017

This study was conducted to examine the relationships among various visible clues and non-visible clues as perceived by franchise family restaurant consumers. Using online survey tool in South Korea, total 450 survey was distributed and 400 participants were used for further statistical analysing with SPSS 23.0 and AMOS 20.0. Twelve items were categorized into four visible factors (food, interior, exterior, employee). The result shows that food and employee have positive effects on brand reputation and distinctiveness, and the interior and employee were critical antecedents for brand distinctiveness. In addition, the brand reputation and brand distinctiveness have positive influence on experiential value as well as revisit intention. Although there were many studies which demonstrated the relationships among various quality clues and other outcome variables, such as brand image, loyalty, little research explained the relationships among visible elements of franchise family restaurants, brand reputation, brand distinctiveness, and revisit intention. The present study will provide theoretical and practical implications for both academia and the franchise family restaurant industry. (what is the meaning of the red part?)

• International journal of advanced smart convergence
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• v.12 no.3
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• pp.163-167
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• 2023

The restaurant industry is an industry with low entry barriers, and furthermore, it is an indispensable industry in life. However, for the restaurant industry, it is necessary to start a business considering many factors. In particular, the comparative group for each restaurant industry is different, and the commercial area analysis should be analyzed differently. Moreover, counseling for restaurant start-ups is still sticking to how to start a restaurant by meeting with each franchise supervisor or counselor. Therefore, a restaurant start-up chatbot is needed for prospective restaurant founders, and a food tech chatbot is needed to collect basic data. Therefore, in this study, factors for restaurant start-ups were divided into youth, preliminary start-ups, menus, taste, and food. In the case of restaurant start-ups with low entry barriers, it was confirmed as the most preferred start-up by young people. However, indiscriminate restaurant start-ups not only increase the closing rate but also have a significant impact on household debt, so accurate consulting should be used to lower the closing rate and increase the success rate. Furthermore, theories and measures for food technologies such as chatbots should be further developed to obtain accurate information on franchise start-ups.

• The Korean Journal of Franchise Management
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• v.10 no.3
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• pp.13-23
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• 2019

Purpose - The recent franchise industry is rapidly developing. Some franchisees have a low barriers to entry and competition among companies is intensifying. In this dynamic competitive environment, companies need to focus on customer preferences, quality, and technical interfaces to gain competitive advantage. As a result, companies are required to measure the performance of service values in order to provide differentiated services from competitors. In the franchise industry, customer experience marketing of service values will enable companies to create new businesses. Franchise firms should explore a variety of services to increase service value and reduce failures. Research design, data, methodology - The questionnaire of this study was based on the previous research. Surveys were conducted on panels of online surveys. Surveys were conducted on the panel who had visited the restaurant franchise within the past month. The survey was conducted for about 7 days from February 13, 2019 to February 19, 2019. Total 300 samples, 293 were used in the analysis except for seven unfair questionnaires. Results - The findings of this study are as follows: Emotional, monetary, and reputation values have positive effects on cognitive and affective attitudes. Quality value and behavioral value did not effect cognitive attitude and affective attitude significantly. In addition, affective attitude has positive effect on loyalty, but cognitive attitude did not significant effect on loyalty. Conclusions - First, food-service franchise company should develop a service that enables customers to use the store conveniently. We need to develop a comfortable environment for our customers and provide intangible services. Second, food-service franchise company should provide a reasonable price service. Food-service franchise company needs to sell a high quality menu at a reasonable price to generate profits. Third, food-service franchise companies need to strategically respond to their reputation. In other words, food-service franchise company needs to constantly monitor the reputation of its customers and respond appropriately to market conditions. Fourth, food-service franchise company needs to develop a service method capable of emotional interaction with customers. Food-service franchise firms need to develop ongoing service methods and educate their staff.

• The Korean Journal of Franchise Management
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• v.14 no.3
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• pp.17-35
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• 2023

Purpose: As more and more food franchise companies want to expand overseas, related research is becoming more and more necessary. This study aims to examine the critical factors for successful overseas expansion according to the stages of overseas expansion, derive vital associations, and examine the success factors of overseas expansion through semantic network analysis. Research Design, Data, and Methodology: This study conducted in-depth interviews with three food franchise companies that have experienced overseas expansion and conducted semantic network analysis among crucial associations. The semantic network analysis was conducted using the Textom program. Results: Based on the results of the in-depth interview analysis, the factors considered when expanding overseas were categorized as 1) standardization and localization strategies of overseas franchisees, 2) physical environment of overseas franchisees, 3) entry types of overseas franchisees, 4) constraints of overseas franchisees, and 5) success criteria of overseas franchisees. The semantic network analysis based on the corresponding keywords showed that the importance of local partners is very high in common. Conclusion: This study examined and re-categorized the important factors to consider when a restaurant franchise company expands overseas in a step-by-step manner. In addition, an attempt was made to examine the keywords derived from the semantic network analysis objectively. The results provided theoretical and practical implications for the successful overseas expansion of franchise companies.