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프랜차이즈 기업의 환경지향성이 그린역량과 성과에 미치는 영향

The Effects of Franchise Firmʼs Environmental Orientation on Green Competence and Performance

서민교|김민성|이용기|김규원
한국전략마케팅학회 (Korean Strategic Marketing Association)|2014.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제22권 제2호|pp. 49-74

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참고문헌

키워드

성과PerformanceFranchise환경지향성그린마케팅역량환경관리수준Environmental OrientationGreen Competence

초록

본 연구는 프랜차이즈 기업의 환경지향성이 그린역량의 하위요소인 그린마케팅역량과 환경관리수준에 어떠한 영향을 미치는지에 대한 연구모형을 제시하고, 이러한 그린역량의 차원들이 성과의 하위요소인 운영성과, 재무적 성과, 그리고 환경성과에 미치는 영향관계를 연구모형을 통해 실증적으로 분석하였다. 본 연구에서 제시된 연구모형의 실증분석결과는 다음과 같다. 첫째, 프랜차이즈 기업의 환경지향성은 그린마케팅역량과 환경관리수준에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 분석되었다. 둘째, 그린마케팅역량은 환경성과에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났으나, 운영성과와 재무적 성과에는 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 환경관리수준은 운영성과, 재무적 성과, 그리고 환경성과에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 분석되었다. 본 연구는 치열한 경쟁 속에서 기회요인으로 작용할 수 있는 프랜차이즈 기업의 환경 지향적 활동과 그린역량과의 관계를 규명하고, 그린역량을 하위차원으로 나누어 그린마케팅역량과 환경관리수준으로 측정하고, 프랜차이즈 기업의 성과를 운용성과, 재무적 성과, 그리고 환경성과로 구분하여 이를 구체적으로 척도화 하고 측정하였다는 점에서 이론적 시사점이 있다. 그리고 본 연구는 모방이 쉬운 프랜차이즈 시스템에서 경쟁사와 비교하여 경쟁 우위를 차지하기 위한 그린마케팅역량을 강화하고 환경관리수준을 보다 철저히 확립하여 친환경적 프랜차이즈 기업으로서의 경쟁력을 확보할 수 있는 방안을 제시하였다는 점에서 실무적 시사점이 있다.

Abstract

This study is to examine the impacts of franchise corporate‘s environmental orientation on green competence(green marketing competence and environmental management), and performance(operational performance, financial performance, and environmental performance) in the food service franchise industry. For these purposes, the author developed a structural model which consists of several constructs. In this model, franchise corporate’s environmental orientation has positive effects on two dimensions of green competence and these two dimensions have positive effects on three constructs of performance. The data was collected 207 respondents who are owner, store general manager and the others who know the corporate’s business performance and green competence and analyzed with SPSS/PC 18.0 and AMOS 18.0. The findings can be summarized as follows: First, environmental orientation has significant effects on green marketing competence and environmental management. Second, green marketing competence has a significant effect on environmental performance, but does not on operational and financial performance. Third, environment management has significant effects on operational performance, financial performance, and environmental performance. At the end of this paper, limitations, further research directions, and implications regarding the findings are suggested.

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