한식프랜차이즈사업의 가맹점교육요인과 지원특성이성과에 미치는 영향
Effect of Franchisee Training and Support Method on Korean Food Franchise Business Performance
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With Koreans' disposable income increase and changes in life style, dining out frequencyis increased accordingly. However, researches on franchise business, especially for franchiseeand employee training, manual development, service experience, advertisement and restaurantimage have been limitedly conducted. Therefore, this study tried to find how trainingattribute and support method affects business performance as well as relationshipperformance. 400 copies of questionnaire were distributed in March 2012 to Korean franchiserestaurants located in Seoul and Kyonggi area. Out of 345 collected copies, 330 copieswere used for analysis after excluding incomplete responses. Descriptive statistics and multi-variate statistical analysis were used for For hypothesis testing and Cronbach's alphacoefficient was used for reliability test. To verify questionnaire validity, factor analysiswas conducted. As a result, first, franchisee training affected management performanceand financial performance. Second, support method affected management performance andfinancial performance, which means images of restaurant and advertisement as well asappropriate price range were tied to business performance. Third, business performance,especially financial performance rather than management performance affected relationshipperformance like sustainable management, intention to recommend and satisfaction level. Therefore, domestic franchise companies should try harder to set up standard in serviceand management to be the leader of dine-out market in Korea.
Abstract
With Koreans' disposable income increase and changes in life style, dining out frequencyis increased accordingly. However, researches on franchise business, especially for franchiseeand employee training, manual development, service experience, advertisement and restaurantimage have been limitedly conducted. Therefore, this study tried to find how trainingattribute and support method affects business performance as well as relationshipperformance. 400 copies of questionnaire were distributed in March 2012 to Korean franchiserestaurants located in Seoul and Kyonggi area. Out of 345 collected copies, 330 copieswere used for analysis after excluding incomplete responses. Descriptive statistics and multi-variate statistical analysis were used for For hypothesis testing and Cronbach's alphacoefficient was used for reliability test. To verify questionnaire validity, factor analysiswas conducted. As a result, first, franchisee training affected management performanceand financial performance. Second, support method affected management performance andfinancial performance, which means images of restaurant and advertisement as well asappropriate price range were tied to business performance. Third, business performance,especially financial performance rather than management performance affected relationshipperformance like sustainable management, intention to recommend and satisfaction level. Therefore, domestic franchise companies should try harder to set up standard in serviceand management to be the leader of dine-out market in Korea.
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