Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effects of Entrepreneurship and Market Orientation of Restaurant Franchisers on the Boundary-spanning Behavior and Managerial Performance of Franchisees

외식 프랜차이즈 본사의 기업가 지향성과 시장 지향성이 가맹점의 영역 초월 행동과 경영 성과에 미치는 영향

  • Jeon, Kyeong-Hwan (Department of Hotel & Tourism, Graduate School of Dongguk University) ;
  • Ha, Dong-Hyun (Department of Hotel. Convention Management, Dongguk University at Gyeongju)
  • 전경환 (동국대학교 대학원 호텔관광경영학과) ;
  • 하동현 (동국대학교 호텔컨벤션경영학과)
  • Received : 2011.12.19
  • Accepted : 2012.04.10
  • Published : 2012.04.30
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Abstract

This study was conducted to investigate the effects of the entrepreneurship and market orientation of franchisers on the boundary-spanning behavior of franchisees in food-service companies in the Yeongnam region. This study also investigated the relationship between the entrepreneurship and market orientation of franchisers and sought to identify the effect of the boundary-spanning behavior of franchisees on their managerial performance. Based on literature reviews, 4 hypotheses were tested. The subjects responding in this study were owners or managers of franchise restaurants in Youngnam province. A total of 605 questionnaires were analyzed using the factor analysis, a reliability test, and structural equation modeling analysis. The results revealed that first, the entrepreneurship and market orientation of franchisers were positively related to the boundary-spanning behaviors of franchisees, and secondly, the entrepreneurship of franchisers was positively related to their market orientation. Finally, the boundary-spanning behavior of franchisees was positively related to their managerial performance. Therefore, food-service franchisers in Youngnam should have the entrepreneurship and market orientation to lead franchisees to have positive boundary-spanning behaviors and good performance.

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References

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