A Study on the Co-branding Determine FactorsBetween Franchise Restaurant and Hotel F&B Department in Korea

프랜차이즈 레스토랑과 국내 호텔 식음료부문 브랜드제휴 결정요인에 관한 연구

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.

기업은 예측 불가능한 변화에 대하여 신개념의 접근 방법을 준비하여야만 하는 시대에 살게 되었고, 다양한 시장 환경의 변화로부터 도전을 받고 있다. 기업들은 자사의 역량을 핵심 분야에 집중시키고 나머지 부분들은 제휴를 통해 기업비용의 절감을 실현시키는 방법에 관심을 기울이고 있다. 호텔의 식음료 상품역시 상품과 서비스에 대한 고객의 기대가 증대되고 있는 가운데 식음료 업장의 운영자들은 고객 가치 증진을 위해 가격의 하향 책정과 품질 향상이라는 양자택일의 상황에 놓여 있다. 그러나 대다수 의 호텔들은 대기업에서 운영되고 있기 때문에 이미지 유지를 위해 을 가격의 하향 책정을 택하여 손실을 감수하고 있는 현실에서 국내 호텔 운영자들에게 '브랜드 제휴'가 브랜드 이미지를 향상시키고 매출을 증진시키는 하나의 해결책으로 제시될 수 있을 것이다. 이에 따라 국내 중가 호텔 경영자들에게 브랜드 제휴 결정 요인을 제시하여 보다 효율적으로 브랜드 제휴를 수행 할 수 있는 방안을 제시하였다.