A Comparative Study on Differences between Expectation before Contracting and Perceived Performance after Operation of Relationship Orientation among Franchise Industry Types
The Korean Journal of Franchise Management / The Korean Journal of Franchise Management, (E)2508-4593
2010, v.1 no.1, pp.1-17
https://doi.org/https://doi.org/10.21871/kjfm.2010.1.1.1
Yang, In-suk
An, Sung-Hoon
Lee, Yong-Ki
Yang,,
I.
, An,,
S.
, &
Lee,,
Y.
(2010). A Comparative Study on Differences between Expectation before Contracting and Perceived Performance after Operation of Relationship Orientation among Franchise Industry Types. The Korean Journal of Franchise Management, 1(1), 1-17, https://doi.org/https://doi.org/10.21871/kjfm.2010.1.1.1
Abstract
This study aims to analyze the relationship between the expectation of franchisees to their franchisers before contracting and perceived performance after actually operation. The analysis data was collected from 789 franchisees located in Seoul and Gyeonggi-do of South Korea. The findings are as followings: first, the gap between expectation of franchisees and perceived performance was negative and it becomes an necessary for franchise managers to manage the expectation of franchisees by using various effective marketing strategies. Second, the gaps were different among different franchise industrial classifications and the gap in the food-service industry is the largest.
- keywords
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관계지향,
기대불일치,
프랜차이즈 산업