본문 바로가기
KERD
논문KCI 등재

외식 프랜차이즈의 관계 학습이 가맹본부 이미지와 관계 성과에 미치는 영향

The Effects of the Relationship Learning of Food Service Franchise on the Franchisor Image and Relationship Performance

양재장
한국외식산업학회 (The Korean Foodservice Association)|2014.12|한국외식산업학회지 (FoodService Industry Journal)|제10권 제4호|pp. 29-41|DOI 10.22509/kfsa.2014.10.4.003

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

PerformanceFranchiseRelationship LearningFood Service
주제분류관광학

초록

Food service franchisees are subject to information sharing and relationship understanding, and are divided into three dimensions of relationship-specific memory. The purpose of this research is to examine the impact of relationship learning on the franchisor image and relationship performance. The results indicate that relationship learning results in information sharing and affects franchisor image. Although there was no direct effect on the relationship between information sharing and relationship performance, an indirect effect was found through mediating franchisor image. As for the impact of specific memory, it affected the franchsor image, but failed to affect the relationship performance. Although a direct effect was not found in the relationship between relationship storage and relationship performance, it was found that there is an indirect relationship through mediating the franchisor image. Furthermore, it was found that there is direct relationship between the franchisor image and relationship performance. The results of this empirical study indicate that the joint of interest is directly related to economic performance. Also, sharing specific memory-related information is found to influence the relationship through mediating franchisor image.

Abstract

Food service franchisees are subject to information sharing and relationship understanding, and are divided into three dimensions of relationship-specific memory. The purpose of this research is to examine the impact of relationship learning on the franchisor image and relationship performance. The results indicate that relationship learning results in information sharing and affects franchisor image. Although there was no direct effect on the relationship between information sharing and relationship performance, an indirect effect was found through mediating franchisor image. As for the impact of specific memory, it affected the franchsor image, but failed to affect the relationship performance. Although a direct effect was not found in the relationship between relationship storage and relationship performance, it was found that there is an indirect relationship through mediating the franchisor image. Furthermore, it was found that there is direct relationship between the franchisor image and relationship performance. The results of this empirical study indicate that the joint of interest is directly related to economic performance. Also, sharing specific memory-related information is found to influence the relationship through mediating franchisor image.

참고문헌 (55)

  1. 권기대, "기업간 관계학습촉진을 통한 관계성과전략: 벤처기업과 대기업을 중심으로", 경제연구, 24(3), pp.47~76 (2006), 한국경제통상학회
  2. 기명옥, "브랜드 커피전문점의 지각된 품질과 브랜드 이미지가 지각된 가치와 충성도에 미치는 영향 -소비자 지식의 조절효과를 중심으로-", 외식경영연구, 11(3), pp.49~72 (2008), 한국외식경영학회
  3. 신호창, "기업에 대한 지식 및 이미지와 서비스 만족도와의 관계 - 커뮤니케이션적 시각을 중심으로 -", 정치·정보연구, 11(1), pp.299~319 (2008), 한국정치정보학회
  4. 우이식, "복합커피전문점의 서비스품질, 브랜드이미지와 고객충성도의 영향관계", 한국외식산업학회지, 9(2), pp.45~58 (2013), 한국외식산업학회
  5. 이장로, "國家이미지와 信賴가 成果에 미치는 影響에 대한 實證硏究", 무역학회지, 29(5), pp.83~102 (2004), 한국무역학회
  6. 이장로, "해외다국적기업 제품에 대한 국가이미지와 브랜드이미지가 브랜드충성도와 성과에 미치는 영향에 관한 실증연구", 무역학회지, 30(6), pp.103~124 (2005)
  7. 이희열, "공정무역 제품 인지도가 프랜차이즈 기업 이미지와구매의도에 미치는 영향에 대한 연구", 한국외식산업학회지, 8(1), pp.187~209 (2012), 한국외식산업학회
  8. 장혁래, "외식프랜차이즈의 가맹점교육이 경영성과에 미치는 영향", 한국외식산업학회지, 9(3), pp.7~17 (2013), 한국외식산업학회
  9. 조규호, "프랜차이즈 시스템에서 운영 구조와 관계특성이 신뢰 및 몰입에 미치는 영향", 경영학연구, 32(5), pp.3~1289 (2003), 한국경영학회
  10. Abratt, R., "Development and Management of Corporate Image in South Africa", European journal of Marketing, 35(3, pp.4) (2001), 368~386
  11. Andreassen, T. W., "Customer Loyalty and Complex Services: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise", International Journal of Service Industry Management, 9(1), pp.7~23 (1998)
  12. Baker, W. E., "The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance", Journal of the Academy of Marketing Science, 27(4), pp.411~427 (1999)
  13. Balmer, J. M. T., "Corporate Brands: What Are They? What of Them?", European Journal of Marketing, 37(7, pp.8) (2003), 972~997
  14. Baucus, D. A., "Choosing a Franchise: How Base Fees and Royalties Relate to the Value of the Franchise", Journal of Small Business Management, 31(2), pp.91~ (1993)
  15. Bhagat, Rabi S., "Cultural Variations in the Cross-Border Transfer of Organizational Knowledge: An Integrative Framework", Academy of Management Review, 27(2), pp.204~221 (2002)
  16. Bloemer, J., "On the Relationship between Store Image, Store Satisfaction and Store Loyalty", European Journal of Marketing, 32(5, pp.6) (1998), 499~513
  17. Bucklin, L. P., "Organizing Successful Co-Marketing Alliances", Journal of Marketing, 57(2), pp.32~46 (1993)
  18. Cöner, A., "Factors Affecting Customer Loyalty in the Competitive Turkish Metropolitan Retail Markets", Journal of American Academy of Business, Cambridge, 2(1), pp.189~195 (2002)
  19. Cavusgil, S. T., "Curbing Foreign Distributor Opportunism: An Examination of Trust, Contracts, and the Legal Environment in International Channel Relationships", Journal of International Marketing, 12(2), pp.7~27 (2004)
  20. Chang, K. -H., "Safeguarding Investments and Creation of Transaction Value in Asymmetric International Subcontracting Relationships: The Role of Relationship Learning and Relational Capital", Journal of World Business, 42(4), pp.477~488 (2007)
  21. Chen, Y. -S., "The Positive Effects of Relationship Learning and Absorptive Capacity on Innovation Performance and Competitive Advantage in Industrial Markets", Industrial Marketing Management, 38(2), pp.152~158 (2009)
  22. Combs, J. G., "Franchising: A Review and Avenues to Greater Theoretical Diversity", Journal of management, 30(6), pp.907~931 (2004)
  23. Day, G. S., "The Capabilities of Market-Driven Organizations", Journal of Marketing, 58(4), pp.37~52 (1994)
  24. Dhanaraj, C., "Managing Tacit and Explicit Knowledge Transfer in Ijvs: The Role of Relational Embeddedness and the Impact on Performance", Journal of International Business Studies, 35(5), pp.428~442 (2004)
  25. Dickson, P. R., "Toward a General Theory of Competitive Rationality", Journal of Marketing, 56(1), pp.69~83 (1992)
  26. Dowling, G. R., "Measuring Corporate Images: A Review of Alternative Approaches", Journal of Business Research, 17(1), pp.27~34 (1988)
  27. Dyer, Jeffrey H., "Creating and Managing a High-Performance Knowledge-Sharing Network: The Toyota Case", Strategic Management Journal, 21(3), pp.345~367 (2000)
  28. Frazier, G. L., "Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective", Journal of Marketing, 47(4), pp.68~78 (1983)
  29. Gotsi, M., "Understanding the Pitfalls in the Corporate Rebranding Process", Corporate Communications: An International Journal, 12(4), pp.341~355 (2007)
  30. Gotsi, M., "Corporate Reputation: Seeking a Definition", Corporate Communications: An International Journal, 6(1), pp.24~30 (2001)
  31. Grönroos, C., "An Applied Service Marketing Theory", European Journal of Marketing, 16(7), pp.30~41 (1982)
  32. Gray, E. R., "Managing Corporate Image and Corporate Reputation", Long Range Planning, 31(5), pp.695~702 (1998)
  33. Griffith, D. A., "An Investigation of National Culture's Influence on Relationship and Knowledge Resources in Interorganizational Relationships between Japan and the United States", Journal of International Marketing, 14(3), pp.1~32 (2006)
  34. Grunig, J. E., "Image and Substance: From Symbolic to Behavioral Relationships", Public Relations Review, 19(2), pp.121~139 (1993)
  35. Hart, A. E., "The Effect of Corporate Image in the Formation of Customer Loyalty: An Australian Replication", Australasian Marketing Journal(AMJ), 12(3), pp.88~96 (2004)
  36. Hurley, R. F., "Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination", Journal of Marketing, 63(3), pp.42~54 (1998)
  37. Jean, R. -J. B., "Drivers and Performance Outcomes of Relationship Learning for Suppliers in Cross-Border Customer-Supplier Relationships:The Role of Communication Culture", Journal of International Marketing, 18(1), pp.63~85 (2010)
  38. Johnson, M. D., "The Evolution and Future of National Customer Satisfaction Index Models", Journal of Economic Psychology, 22(2), pp.217~245 (2001)
  39. Kale, P., "Learning and Protection of Proprietary Assets in Strategic Alliances", Building Relational Capital (2000)
  40. Kalwani, M. U., "Long-Term Manufacturer-Supplier Relationships:Do They Pay Off for Supplier Firms?", Journal of Marketing, 59(1), pp.1~16 (1995)
  41. Keller, K. L., "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
  42. Kohli, A. K., "Market Orientation: The Construct, Research Propositions, and Managerial Implications", Journal of Marketing, 54(2), pp.1~18 (1990)
  43. Lusch, R. F., "Interdependency, Contracting, and Relational Behavior in Marketing Channels", Journal of Marketing, 60(4), pp.19~38 (1996)
  44. Mazursky, D., "Exploring the Development of Store Images", Journal of retailing, 62(2), pp.145~165 (1986)
  45. McAlexander, J. H., "Loyalty: The Influences of Satisfaction and Brand Community Integration", Journal of Marketing Theory and Practice, 11(4), pp.1~11 (2003)
  46. Nguyen, N., "The Mediating Role of Corporate Image on Customers’ Retention Decisions: An Investigation in Financial Services", International Journal of Bank Marketing, 16(2), pp.52~65 (1998)
  47. Noordewier, T. G., "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships", Journal of Marketing, 54(4), pp.80~93 (1990)
  48. Parasuraman, A., "Servqual", Journal of Retailing, 64(1), pp.12~40 (1988)
  49. Riordan, C. M., "Corporate Image: Employee Reactions and Implications for Managing Corporate Social Performance", Journal of Business Ethics, 16(4), pp.401~412 (1997)
  50. Selnes, F., "An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty", European Journal of Marketing, 27(9), pp.19~35 (1993)
  51. Selnes, F., "Promoting Relationship Learning", Journal of Marketing, 67(3), pp.80~95 (2003)
  52. Sinkula, J. M., "Market Information Processing and Organizational Learning", Journal of Marketing, 58(1), pp.35~45 (1994)
  53. Subramani, M. R., "Safeguarding Investments in Asymmetric Interorganizational Relationships: Theory and Evidence", Academy of Management Journal, 46(1), pp.46~62 (2003)
  54. Wu, F., "Overcoming Export Manufacturers’ Dilemma in International Expansion", Journal of International Business Studies, 38(2), pp.283~302 (2007)
  55. Zimmer, M. R., "Impressions of Retail Stores: A Content Analysis of Consumer Images", Journal of Retailing, 64(4), pp.265~293 (1988)

관련 논문AI추천

관계학습이 관계성과에 미치는 영향: 관계파워의 조절효과를 중심으로곽재우, 한상호한국외식산업학회 · 한국외식산업학회지2017 · 제13권 제2호관계종결비용, 관계자본, 관계편익, 관계학습 및 협력 간의 관계 : 프랜차이즈의 가맹점 관점권기대한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2017 · 제25권 제2호외식프랜차이즈 가맹본부와 가맹점 사이의 관계특유투자가 장기지향성에 미치는 영향: 관계학습과 관계자본의 이중매개효과를 중심으로이명성한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2018 · 제26권 제3호외식프랜차이즈 가맹본부의 관리특성과 공정성이 관계결속과 성과에 미치는 영향권영식, 권재국, 문장실한국유통과학회 · 유통과학연구2014 · 제12권 제12호외식 프랜차이즈 시스템에서 브랜드 이미지가 충성도에 미치는 영향: 긍정적 감정과 관계품질의 매개적 역할박노현, 전태유한국상품학회 · 상품학연구2010 · 제28권 제2호한식프랜차이즈사업의 가맹점교육요인과 지원특성이성과에 미치는 영향이오준, 전경철, 조성호한국호텔리조트학회 · 호텔리조트연구2013 · 제12권 제3호

이 간행물의 다른 논문 (10건)

처리 방법에 따른 감잎차 찻물의 향기 성분신동현, 김일두, 조재욱, 김혜련pp. 7-15와인과 토마토를 첨가한 소스의 휘발성 향기성분이경임, 안형기pp. 17-28레스토랑 모바일 커머스 소비자의 구매의지에 대한 커머스 특성의 역할이해영, 조동석pp. 43-53「조선무쌍신식요리제법(朝鮮無雙新式料理製法)」에 수록 된떡의 종류 및 조리법에 관한 고찰오왕규, 임현철, 김준희pp. 55-67한식이미지와 국가이미지의 관계 - 중국 관광객을 대상으로 -이정원, 송래헌pp. 69-80
원문 보기