- 권한신청
- E-ISSN2508-4593
- KCI
8권 1호
초록
Abstract
Purpose - Although literature has established the relevance of entrepreneurial orientation(EO) in the performance of conventional firms, the constraining nature of franchise arrangement makes one wonders if the same relationship holds for companies operating under the business model. Research design, data, and methodology - Using Nigeria - a country with high potential for franchise growth - as a context, this study aims to explore the relevant entrepreneurial orientation skills exhibited by franchisees and show the extent to which these skills influence their business performance and intention to remain. 26 franchisees purposively selected from six local franchise brands in Nigeria were interviewed. Result and Conclusions - The three classic entrepreneurial orientation factors of innovativeness, proactiveness and risk-taking were found to have varying influence on franchisees' business outcomes. This study answers the calls for more in-depth understanding of the relationship between EO and firm performance generally and, franchise firm performance in particular. The value of this effort lies in the fact that it strengthens theory and updates literature on the subject. Based on the findings, specific recommendations are offered to help improve the practice of franchising in Nigeria.
초록
Abstract
Purpose - As environmental issues, along with the growth of companies, are accelerating, social interests in eco-friendly management that requires corporate social role and responsibility are increasing. The eco-friendly management activity reflects the changes in environmental awareness of consumers. Therefore, the eco-friendly images of companies influence consumers, and the establishing of eco-friendly management strategy has become a very important factor in the greenmarket. In this regard, this study examined the impacts of green leadership and environmental attractiveness on strategic environmental marketing, tactical environmental marketing, and environmental performance towards the employees of franchisee headquarters. Research design, data, and methodology - The survey was conducted towards the 800 headquarters among 2,600 brands that are registered with the Fair Trade Commission of Korea by mail. Among the total of 162 questionnaires collected, 7 respondents were excluded for their incompletion, and thus 155 responses were used in this study. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Frequency analysis was carried out to understand the general characteristics of the subjects, and confirmatory factor analysis to measure the reliability and validity of the measurement. Correlation analysis was conducted to identify the correlation between constructs, and structural equation modeling to examine the structural relationships among the constructs. Result and Conclusions - First, green leadership had a positive impact on strategic environmental marketing, tactical environmental marketing, and environmental performance. Second, environmental attractiveness had a positive effect on strategic environmental marketing, tactical environmental marketing, and environmental performance. Finally, strategic environmental marketing and tactical environmental marketing had positive impacts on environmental performance. This study can be recognized for proposing new perspectives on eco-friendly management strategy for firms to be able to win competitive superiority and performance by embedding awareness of the importance of environmental market and suggesting practical implications on understanding of environmental attractiveness, strategies and tactics of environmental management, and environmental performance in the franchise industry.
초록
Abstract
Purpose - As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology - In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result - The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions - The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.
초록
Abstract
Purpose - The coffee market in Korea has been dramatically developed and coffee chains dominate the Korean coffee market recently. Customer's perceived value is one of the marketing tools to get competitive advantages of coffee chains, and plays a critical role to study on coffee franchise industry. Thus, this study is to identify the effect of customer's perceived value (price, brand, service, and quality) on revisit intentions and word-of-mouth(WOM). Research design, data. and methodology - Customer's perceived values consists of four dimensions. 253 samples of 320 were used for data analyses excluding unusable responses. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Result - First, customer's perceived brand value and service value have a significant, positive effect on revisit intentions. Second, Price value and brand value have a positive influence on WOM. Third, gender difference plays a moderating role in the relationship between brand value and price value and WOM, and between brand value and revisit intentions. Conclusions - Males tend to focus more on their perceived brand value of coffee shops for revisit and recommendation, otherwise females consider price value to give an advice to others. Based on the results of this study, the marketers of coffee chains can develop effective strategies regarding gender difference as well.
