Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

The Effects of Fast-Food Franchisor's Proactiveness, Innovation, Risk-taking on Affective Commitment, Franchisee's External Representation and Service Delivery

프랜차이즈 본사의 기업가 지향성이 본사와 가맹점 간의 정서적 결속과 가맹점의 외부대표와 서비스이행에 미치는 영향: 패스트푸드를 중심으로

  • Hong, Hee-Jeong (Airlines and Tourism Department, Uidok University) ;
  • Ha, Dong-Hyun (School of Hotel & Tourism Management, Dongguk University at Gyeongju Campus)
  • 홍희정 (위덕대학교 항공관광학과) ;
  • 하동현 (동국대학교 경주캠퍼스 호텔관광경영학부)
  • Received : 2014.10.20
  • Accepted : 2015.02.15
  • Published : 2015.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to identify whether franchisee-perceived franchisor's proactiveness, innovativeness and risk-taking affect franchisee-perceived affective commitment with franchisor, and the affective commitment affects franchisee-perceived external representation and service delivery. Based on total 280 samples obtained from owners or managers of franchise fast-food restaurants in located in Yeongnam province, the research findings are as follows. Firstly, the innovativeness and risk-taking positively affect the affective commitment. Secondly, the affective commitment positively affects external representation and service delivery. But proactiveness does not affect the affective commitment significantly. These findings imply that firstly, franchisor should investigate consumer trends periodically and develop new successful menus and services more than competitors do, and implement new marketing techniques innovatively towards these menus and services. Secondly, franchisor had better adopt high return/risk strategies because of deepened competition and do bold decisions of price change etc. Also, in order to increase proactiveness, franchisor needs to launch new menus and services earlier than competitors and occupy market in advance, which strengthens affective commitment with franchisees. Thirdly, in order to increase affective commitment with franchisees, franchisor needs to match franchisor's value with franchisee's value and same value means same objective. Lastly, limitations and further research directions are also discussed.

본 연구의 목적은 영남지역의 패스트푸드 프랜차이즈 시장에서 가맹점의 관점에서 본사의 적극성, 혁신성, 위험추구성이 본사와 가맹점 간의 정서적 결속과, 이 정서적 결속이 가맹점이 지각하는 외부대표와 서비스이행에 미치는 영향을 분석하고자 하였다. 설문지를 사용하여 280명의 패스트푸드 프랜차이즈 가맹점주나 관리자의 표본으로부터 얻은 자료를, 통계방법으로 구조방정식을 사용하여 실증 분석한 결과, 첫째, 본사의 혁신성과 위험추구성은 본사와 가맹점 간의 정서적 결속에 정(+)의 영향을, 둘째, 정서적 결속은 가맹점이 지각하는 외부대표와 서비스이행에 정(+)의 영향을 미친 것으로 나타났다. 그러나 본사의 적극성은 정서적 결속에 영향을 미치지 않은 것으로 나타났다. 따라서 프랜차이즈 본사는 가맹점들이 그들에게 가지는 정서적 결속을 제고하기 위해, 첫째, 본사 자신의 혁신성과 위험추구성을 장기적 수익 추구를 위해 추구하여야 하는데, 그러하기 위해서 고객동향을 정기적으로 조사하여 많은 신메뉴와 신서비스를 개발하도록 하고, 그런 다음 그 메뉴와 서비스에 대해서 신 마케팅기법을 혁신적으로 수행하며, 둘째, 경쟁의 심화로 고수익/고위험 성향의 경영방식을 되도록 채택하고, 가격변화 등 대담한 결정이 필요하다. 또한, 본사는 적극성을 증가시키기 위하여 신메뉴/신서비스를 시장에 경쟁자보다 먼저 출하하여 시장을 선점하면서 정서적 결속을 강화할 필요가 있다. 정서적 결속을 증가시키기 위해 가맹점의 가치에 본사의 가치를 최대한 맞추는 것이 있는데, 가치가 같으면 목표가 같게 된다. 마지막으로 본 연구의 한계점과 미래의 연구방향이 논의되었다.

Keywords

References

  1. 김종관 (1994). 기업가정신의 개념과 연구접근방법. 대한경영학회지 9:27-52.
  2. 허준 (2013). 허준의 쉽게 따라 하는 Amos구조방정식모형(기초편). 한나래아카데미, 183, 서울.
  3. Achroll RS, Louis WS (1989). Environmental determinants of decision-making uncertainty in marketing channels. Journal of Marketing Research 25(1):36-50. https://doi.org/10.2307/3172923
  4. Aldrich H, Herker D (1977). Boundary spanning roles and organizational structure. Academy of Management Review 2(2):217-230. https://doi.org/10.5465/AMR.1977.4409044
  5. Allen NJ, Meyer JP (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology 63(1):1-18. https://doi.org/10.1111/j.2044-8325.1990.tb00506.x
  6. Anderson E, Weitz BA (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science 8(4):310-317. https://doi.org/10.1287/mksc.8.4.310
  7. Babin BJ, Boles JS (1996). The effects of perceived co-worker involvement and supervisor support on service provider role stressor, performance and job satisfaction. Journal of Retailing 72(1):57-75. https://doi.org/10.1016/S0022-4359(96)90005-6
  8. Bae PH (2010). A study on success factors of franchise business: Focusing on the recognition of food service franchisee. Master thesis, Chungang University, 83-85, Seoul.
  9. Bettencourt LA, Brown SW (2003). Role stressors and customer-oriented boundary-spanning behaviors in service organizations. Journal of the Academy of Marketing Science 31(4):394-408. https://doi.org/10.1177/0092070303255636
  10. Bettencourt L, Brown SW, Mackenzie SB (2005). Customer-oriented boundary-spanning behaviors: Test of a social exchange model of antecedents. Journal of Retailing 81(2):141-157. https://doi.org/10.1016/j.jretai.2005.03.004
  11. Bowen DE, Schneider B (1985). Boundary-spanning-role employees and the service encounter: Some guidelines for future management and research. In Czepiel J, Solomon MR, Surprenant CF(eds.). The Service Encounter. Lexington Books, 127-147, New York.
  12. Boyle, B, Dwyer FR, Robicheaux RA, Simpson JT (1992). Influence strategies in marketing channels: Measures and use in different relationship structures. Journal of Marketing Research 29(4):462-473. https://doi.org/10.2307/3172712
  13. Byun CB, Park SJ, Lee HJ (2013). The study on the antecedents of knowledge sharing and service innovation behavior: Evidence from upscale hotels in Seoul. Korea Journal of Tourism and Hospitality Research 27(4):49-68.
  14. Caldwell DF, Chatman JA, O'Reilly CA (1990). Building organizational commitment: A multiform study. Journal of Occupation Psychology 63(3):245-261. https://doi.org/10.1111/j.2044-8325.1990.tb00525.x
  15. Chatman JA (1991). Matching people and organizations: Selection and socialization in public accounting firms. Administrative Science Quarterly 36(3):459-484. https://doi.org/10.2307/2393204
  16. Coo BM, Yeo GT, Kwak BH (2011). Influence effects of relationship commitment and absorption into management performance and re-contraction intention on franchiser and franchisee focused on distribution logistics franchise industry. Korea Logistics Review 21(5):323-345.
  17. Covin JG, Slevin DP (1988). The influence of organization structure on the utility of an entrepreneurial top management style. Journal of Management Study 25(3):217-234. https://doi.org/10.1111/j.1467-6486.1988.tb00033.x
  18. Covin JG, Slevin DP (1990). New venture strategic posture, structure, and performance: An industry life cycle analysis. Journal of Business Venturing 5(2):123-135. https://doi.org/10.1016/0883-9026(90)90004-D
  19. Covin JG, Slevin DP (1991). A conceptual model of entrepreneurship as firm behavior. Entrepreneurship: Theory & Practice 16(1):7-25. https://doi.org/10.1177/104225879101600102
  20. Covin JG, Miles MP (1999). Corporate entrepreneurship and the pursuit of competitive advantage. Entrepreneurship: Theory & Practice 23(3):47-62. https://doi.org/10.1177/104225879902300304
  21. Dess GG, Lumpkin GT (2005). The role of entrepreneurial orientation in stimulating effective corporate entrepreneurship. Academy of Management Executive 19(1):147-156.
  22. Dwyer FR, Schurr PH, Oh S (1987). Developing buyer-seller relationship. Journal of Marketing 51(2):11-27. https://doi.org/10.2307/1251126
  23. Fornell C, Larcker DF (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1):39-50. https://doi.org/10.2307/3151312
  24. Gartner WB (1985). A conceptual framework for describing the phenomenon of new venture creation. Academy of Management Review 10(4):696-706. https://doi.org/10.2307/258039
  25. Ha GS, Park DS, Lee JH (2012). Effect of food service franchisor's relationship factors on emotional unity and long term relationship orientation: Focused on the emotional unity scale of food service franchise industry. Journal of Hospitality and Tourism Studies 14(4):158-172.
  26. Hair JF, Black WC, Babin BJ, Anderson RE, Tatham RL (2006). Multivariate Data Analysis (6th ed.). Prentice Hall, 269, Upper Saddle River.
  27. Herington C, Johnson LW, Scott D (2009). Firmemployee relationship strength: A conceptual model. Journal of Business Research 62(11):1069-1107.
  28. Jang HR (2014). Effect of the support characteristics on relationship commitment and relationship performance on the franchiser's in the franchise system of food service business. Journal of Hospitality and Tourism Studies 16(2):420-445.
  29. Jeong SI (2009). The effect of entrepreneurship, market orientation and organizational culture on business performance. Master thesis, Jinju National University, 63-65, Jinju.
  30. Kang YG (2011). A study on how the corporate entrepreneurship of SMEs(Small and Medium-Sized Enterprises) affects strategic orientation based on corporate culture. Ph. D. dissertation, Soongsil University, ix-x, Seoul.
  31. Kaufmann PJ, Dant RP (1998). Franchising and the domain of entrepreneurship research. Journal of Business Venturing 14(1):5-16. https://doi.org/10.1016/S0883-9026(97)00095-5
  32. Kidwell RE, Nygaard A, Silkoset R (2007). Antecedents and effects of free riding in the franchisor-franchisee relationship. Journal of Business Venturing 22(4):522-544. https://doi.org/10.1016/j.jbusvent.2006.06.002
  33. Kim DS (2012). How commitment of relationship in Korea franchise restaurants affects reliability, satisfaction and reassignment of its branches. Korea Journal of Tourism and Hospitality Research 26(5):305-324.
  34. Kim MK, Kwon KJ, Chung KI (2014). The influence of franchisors' leadership types in food service industry on relational commitment with franchisees and the moderating effect of leader member exchange(LMX). Journal of Foodservice Management Society of Korea 17(4):295-319.
  35. Kim SD, Oh S (2007). The effect of franchisor's management strategies on franchisee's boundary spanning behaviors, Korea Marketing Review 22(2):113-133.
  36. Kim SH (2012). An effect of food franchisor's control to relational commitment and recontract intention. Journal of Hospitality and Tourism Studies 14(1):214-227.
  37. Kim SH, Park JH, Kim DY (2009). Establishing the concept of 'Cheong' and developing its scales in a commercial relationship. Korea Marketing Review 24(3):119-148.
  38. Kim SS, Kim HG, Lim BJ (2007). A study on the united connections of restaurant franchise headquarter system. International Journal of Tourism and Hospitality Research 21(4):211-226.
  39. Kim SY (2003). An empirical study on the performance of the franchise stores in the food service industry. Ph. D. dissertation, Jeonju University, 116-117, Jeonju.
  40. Kim TG, Lee GH (2012). Hotel employees' knowledge sharing behavior and service innovative behavior: A modified and extended Triandis model. Journal of Tourism Sciences 36(8):25-49.
  41. Kuratko DF, Ireland RD, Hornsby JS (2001). Improving firm performance through entrepreneurial actions: Acordia’ corporate entrepreneurship strategy. Academy of Management Executive 15(4):60-71. https://doi.org/10.5465/AME.2001.5897658
  42. Lee HS, Lim JH (2007). Structural Equation Modelling with AMOS 6.0. Bomunsa, 135, Paju.
  43. Lee TY (2011). The effects of restaurant franchisers' environmental characteristics and influence strategies on franchisees' management performance and boundary spanning behavior. Ph. D. dissertation, Catholic University of Daegu, 1-4, Gyeongsan.
  44. Lee TY, Ha DH (2012). The effect of franchisor's influence strategies on franchisee's boundary spanning behaviors in the food-service industry: Moderating effect of franchisor's entrepreneurship. The Korean Journal of Culinary Research 18(5):16-32.
  45. Lumpkin GT, Dess GG (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review 21(1):135-172. https://doi.org/10.5465/amr.1996.9602161568
  46. Lumpkin GT, Dess GG (2001). Linking two dimensions of entrepreneurial orientation to firm performance: The moderating role of environment and industry life cycle. Journal of Business Venturing 16(5):429-451. https://doi.org/10.1016/S0883-9026(00)00048-3
  47. Matsuno K, Mentzer JT, Ozsomer A (2002). The effect of entrepreneurial proclivity and market orientation on business performance. Journal of Marketing 66(3):18-32. https://doi.org/10.1509/jmkg.66.3.18.18507
  48. Meyer JP, Allen NJ (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review 1(1):61-89. https://doi.org/10.1016/1053-4822(91)90011-Z
  49. Miller D, Friesen P (1983). Strategic marketing and environment: The third link. Strategic Science 29(7):770-791.
  50. Morgan RM, Hunt SD (1994). The commitmenttrust theory of relationship marketing. Journal of Marketing 58(3):20-38. https://doi.org/10.2307/1252308
  51. Morris MH, Kuratko DF (2002). Corporate Entrepreneurship: Entrepreneurial Development inside Organizations. Harcourt Publishers, 145, Fort Worth.
  52. Parasuraman A, Zeithaml VA, Berry LL (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of services quality. Journal of Retailing 64(1):12-40.
  53. Park KY, Lee HY (2013). Study on the impact of the franchise system service quality on the commitment, conflict, perceived value and recontract intention of the franchise. Journal of Foodservice Management Society of Korea 17(4):295-319.
  54. Park SI (2009). A study on the factors affecting the performance of Korean franchise business. Ph.D. dissertation, Konkuk University, 126-127, Seoul.
  55. Ping RA Jr (1993). The effects of satisfaction and structural constraints on retailer exciting, voice, loyalty, opportunism, and neglect. Journal of Retailing 69(3):320-352. https://doi.org/10.1016/0022-4359(93)90010-G
  56. Poddar A, Donthu N, Wei Y (2009). Web site customer orientations, web site quality, and purchase intentions: The role of web site personality, Journal of Business Research 62(4):441-450. https://doi.org/10.1016/j.jbusres.2008.01.036
  57. Porter LW, Steers RM, Mowday RT, Boulian PV (1974). Organizational commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied Psychology 59(5):603-609. https://doi.org/10.1037/h0037335
  58. Rhee JH, Lee JH, Yoon JH (2007). Relationships between corporate entrepreneurship, formalization, and organizational cultures, and organizational performance. Journal of Business Research 22(1):91-118.
  59. Schollhammer H (1982). Internal corporate entrepreneurship. In Kent CA, Sexton DL, Vesper KH(eds). Encylopedia of Entrepreneurship, Prentice Hall, 209-223, Englewood Cliffs.
  60. Sheaves DE, Barnes JG (1996). The fundamentals of relationships: An exploration of the concept to guide marketing implementation. In Swartz TA, Bowen SW(eds). Advances in Service Marketing and Management 5, Jai Press, 215-245, London.
  61. Smart DT, Conant JS (1999). A model of consumer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research 36(3):356-372. https://doi.org/10.2307/3152082
  62. Tan J (1996). Regulatory environment and strategic orientation in a transitional economy: A study of Chinese private enterprise. Entrepreneurship: Theory and Practice 21(1):31-46. https://doi.org/10.1177/104225879602100103
  63. Thomas DC (1991). Boundary spanning behavior of expatriates: A model of internal exchange in the multinational corporation. Academy of Management Proceedings 110-114.
  64. Tietjen MA, Myers RM (1998). Motivation and job satisfaction. Management Decision 36(4):226-231. https://doi.org/10.1108/00251749810211027
  65. Wetzels M, de Ruyter K, van Birgelen M (1998). Marketing service relationships: The role of commitment. Journal of Business and Industrial Marketing 13(4/5):406-23. https://doi.org/10.1108/08858629810226708
  66. Yang HC, Lee YC (2010). An empirical study in relationship between franchisor's leadership behavior style and commitment by focusing moderating effect of franchisee's self-efficacy. Journal of Distribution Research 15(1):49-71.
  67. Zahra SA (1991). Predictors and financial outcomes of corporate entrepreneurship: An exploratory study. Journal of Business Venturing 6(4):258-282.
  68. Zahra SA, Covin JG (1995). Contextual influence on the corporate entrepreneurship performance relationship: A longitudinal analysis. Journal of Business Venturing 10(1):43-58. https://doi.org/10.1016/0883-9026(94)00004-E
  69. Zeithaml VA, Berry LL, Parasuraman A (1988). Communication and control processes in the delivery of service quality. Journal of Marketing 52(2):35-48. https://doi.org/10.2307/1251263