• Culinary science and hospitality research
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• v.23 no.2
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• pp.11-22
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• 2017

This study is focused on five franchise snack bars to create an effective marketing strategy by analyzing the competitive relationships among them and by grasping selection properties that satisfy customers. Discriminant Analysis was utilized to suggest methodological frameworks, and the results show three factors (food quality, employees' service, and physical environment) were extracted that contains twenty five questions. A one-way analysis of variance (ANOVA) was carried out in order to verify if there were statistically meaningful differences in the Franchise snack bars, and post hoc comparisons were conducted using the Duncan method. In addition, Multidimensional Scaling (MDS) was used to measure brand similarity, selection attributes, and brand preferences. The results of the analysis show that Addal had the highest scores on average in all three factors (food quality, employees' service, and physical environment), Bong-Gus Babberger had two higher scored factors (employees' service and physical environment) than the average, and Gobongmin kimbab had also two higher scored factors (food quality and physical environment) than the average. Kimbab chunguk appeared to have lower scores than the average in all three factors (food quality, employees's service, and physical environment). The findings of this study provide a useful positioning map of competitiveness among five brands and offer practical marketing proposals.

• Journal of Convergence for Information Technology
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• v.7 no.6
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• pp.259-265
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• 2017

This study reviewed the existing studies in order to set up a strategy that can achieve the trust and business performance of the franchisers, who are actually operating franchised business, breaking from the research trend centered around franchise headquarters and added the factors of the franchise headquarters' strategy for expanding franchises, including word-of-mouth communication and advertising & publicity and added the exercise of recruitment agency outsourcing, flagship store, recently utilized often as preceding variables to verify the causal relation between the trust of the franchiser and the business performance of the franchise. The implications of this study, it can be concluded that the government authority for the attraction of healthy franchises can continuously attract franchises and enter the market can continuously attract franchises by increasing the trust of the franchises, and powerfully investing and managing them for the effort through word-of-mouth marketing. It is expected that this study will be helpful in the establishment of a business strategy for forming a continuous relationship as well as the franchise head office's strategy for the recruitment of new franchises.

• Journal of Distribution Science
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• v.9 no.2
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• pp.49-59
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• 2011

A franchise can be said to be the main method of distribution and marketing. It appears to be the future of the retail industry and is one of the world's fastest growing businesses sectors, as many policy reports and research results have acknowledged. Korea's franchise industry began in the 1970s, spread out into many areas (including food services, retail, and the service industry), and has grown by over 10% each year ever since. The industry's influence on the national economy becomes ever greater. Although the size of the franchise industry is expected to grow as it spreads and as the government expands its support, it has not yet attracted much academic interest. Research has so far been very fragmented. The main interest has been the relationship and conflicts between the head offices and the affiliates. No study has yet occurred on whether the concepts of satisfaction and intent to conclude a contract directly affect the success or failure of the affiliates. Few studies have empirically inquired into the demographic characteristics and abilities of the affiliates that significantly affect their results. Domestic franchise industries must prepare to leap from quantitative to qualitative growth. Most important is the need for affiliate headquarters and affiliates to build confidence between them. A friendly and reliable relationship between affiliate headquarters and affiliates will eliminate distrust from the franchise and maintain a healthy franchise system. This study suggests that current and prospective heads of affiliation should concentrate not on attracting affiliates but on investment and techniques of affiliate support. They should work on the reinforcement of brand power, the appropriate affiliate business environment, systematic education/training, taking burdens off the affiliate business persons, consolidating the relationship with the affiliate business persons, marketing mix factors (e.g. products, price conditions, logistics and shipping services, promotion, supervising and supervisor, operation procedures/processes, and material evidence); these all greatly affect the success or failure of the affiliate business. Supporting the affiliates is an important factor that enhances their results and satisfaction and consequently increases the positive recommendations to others and the ratio of recurrent conclusions of contracts, which ultimately generate the growth of the franchises. In addition, it is suggested that prospective franchise founders should make every effort to choose a good head office since the characteristics of the head office greatly influence the success of the affiliates. This study is significant in that it grasps the characteristics of the head office of affiliation and of the affiliates that influence affiliate results in ways not yet academically attempted.

• Journal of the Korea Society of Computer and Information
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• v.26 no.12
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• pp.273-281
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• 2021

In this paper, we propose a ways how YouTube Mukbang content attributes affect favorability, satisfaction, and brand selection, and suggest to use YouTube Mukbang contents, and to propose a strategic marketing plan using YouTube at the food franchise. This study conducted survey on 218 people who had watched chicken Mukbang among YouTube Mukbang contents. Through previous studies, YouTube content attributes were classified into informativity, entertainment, reliability, and attractiveness. To verify the hypothesis of the study, single regression and multiple regression analysis were conducted for verifying the relationship between variables. Key results of the study are as follows. First, it was found that YouTube Mukbang content attributes had a positive relationship with favorability. Second, it was found that YouTube Mukbang content attributes had a positive relationship with satisfaction. Third, it was found that favorability had an effect on satisfaction. Fourth, it was found that favorability influenced brand selection. Fifth, it was found that satisfaction did not affect brand selection. Based on these findings, a strategic approach will be needed to increase users' favorability by providing attractive and accurate information through YouTube Mukbang contents and to continuously improve brand choices through continuous favorability to revitalizing YouTube marketing at the food franchise.

• Science of Emotion and Sensibility
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• v.19 no.2
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• pp.79-88
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• 2016

Modern society is living in material affluence after the Industrial Revolution. Meanwhile, consumer needs, in conformity with product diversification, are also being diversified. Modern consumers, unlike those of the past, are trending towards individual consumption that satisfies emotion and values instead of simple goal-oriented consumption. A model case is that of Starbucks. Starbucks has grown into the global coffee franchise it is today through emotional marketing that sells an atmosphere that is unique to Starbucks, consisting of store decorations, store music, employee service, and charming coffee aromas that are identical in every store anywhere in the world. Because this method is marketing that stimulates human emotion, it is assigned to and appeals to human senses and sensitivity. In other words, the charm of emotion marketing is that it draws out consumer emotion, produces positive reactions towards products, and leads to consumption. The utilization of emotions for products or service differentiates brand image and is becoming a key method in reinforcing brand royalty. In particular, more importance is being placed on customer service to strongly impress consumers. Intangible service is becoming the best way to impress customers.

• Culinary science and hospitality research
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• v.21 no.1
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• pp.191-209
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• 2015

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.

• Culinary science and hospitality research
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• v.16 no.2
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• pp.1-14
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• 2010

This study is focused on the image benefit cost criterion value and the pure image benefit figure of the local food service industries, V, T, and O based on the theory and factor-analyses of food service industry. To accomplish the aim of this study, theoretical and positive research methods have been applied. The steps of food service image decision projects for the activating of identification on food service have been examined through theories and positive analyses. As the results, 'the image of menu service' appears to be the most effectual factor on the pure image benefit score, which is the priority order of the project planning for the food service image marketing of Jeonju area. As for the image benefit cost criterion value, 'the image of managemental service system', 'the image of approachability', and 'the service of internal surroundings' have been proved to be the most effectual factor in V, T, O respectively. On the other hand, this study shows that V manages its image of food service most effectually with 1.7 billion won, T with 96 million won, O with 7.2 million won for the image marketing strategy.

• Monthly Duck's Village
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• s.208
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• pp.12-17
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• 2020

지구를 지키는 미국 슈퍼 히어로 영화 '어벤져스'가 있다면 대한민국 오리산업을 지키기 위해 '오벤져스'가 뭉쳤다. 지난 9월 14일 서울 서초동에 위치한 제2축산회관에서 한국오리협회와 오리자조금관리위원회 주최로 '착한소비증진 공동마케팅 상호협약식'이 열렸다. 오리고기 중량단위 판매정착 캠페인과 병행한 이번 행사는 오리고기 외식산업 판매확대와 외식업 프랜차이즈와의 동반성장을 견인하는 계기가 될 것으로 기대를 모으고 있다. 오리산업을 위해 뭉친 김만섭 오리협회장과 최문길 미트더석셰스 대표, 이재훈 셰프를 비롯해 소비자대표로 참석한 김연화 소비자공익네트워크 회장까지 한 자리에 모인 것. 이날 행사를 중심으로 오리중량단위 판매 등 오리고기 소비확대를 위한 미래 방향을 가늠해 본다.

• The Journal of the Korea institute of electronic communication sciences
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• v.15 no.2
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• pp.231-236
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• 2020

In today's society, the majority of people use smartphones, and mobile ordering and payment systems for their convenience are gaining their attention. The mobile payment market is on the rise, with over 71% of the market that is already formed in China. Many mobile payment markets are growing in Korea, which is a system that is provided only in large franchises. In this paper, we propose a mobile ordering and payment system using short-range wireless communication technology that can be easily used not only in franchises but also in the small businesses, and for the convenience of users in modern society to make a system that enables ordering and payment through mobile to communicate between the devices developed by short range wireless communication technology, smartphone and the main server.

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.19-32
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• 2019

Purpose - Since the opening of Korea's distribution market, the domestic network marketing market has been continuing to grow. In this context, research on network marketing independent operators, which plays the most important role in the network marketing industry, is insufficient. This study was to identify the effects of Independent Operator's Company Selection Attributions on the Economic and Non-Economic Satisfaction, Trust, and Recommendation. The results will provide strategic direction, theoretical and practical implications for companies and operators in the network marketing industry. Research design, data, and methodology - In order to verify the research hypotheses, the data were collected from Independent Operators of Network marketing industry using questionnaires. The pretest was conducted from January 8 to 19, 2018, and the main survey was conducted from February 1 to 28. A total of 210 questionnaires, of which 193 copies were collected. The data were analyzed with SPSS 21.0. and AMOS 21.0. Results - The results are as follows; product competitiveness and system competitiveness have significant effects on economic satisfaction and non-economic satisfaction. Economic and non-economic satisfaction have significant effects on business trust. Economic and non-economic satisfaction did not influence recommendation intention directly, but influence it indirectly. Business trust has a significant effect on business recommendation intention. Conclusions - After starting network marketing business as an independent operator, the competitiveness of the company is meaningless, and product competitiveness and system competitiveness are important factors for economic and non-economic satisfaction. Therefore, network marketing companies and independent operators should prioritize product competitiveness and system competitiveness between business development. The findings show that trust in the business is very important for active business Recommendation to others. Therefore, network marketing firms and independent operators need to make efforts to meet economic and non-economic satisfaction, which have a significant impact on business trust.