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- E-ISSN2508-4593
- KCI
E-ISSN : 2508-4593
Vol.8 No.3
Abstract
Purpose - Recently, as the franchise market has grown rapidly and competition has intensified, the creation of competitive advantage by companies has become important as a corporate survival strategy. Based on previous studies, this study proposed a theoretical framework for the structural relationship between psychological ownership (organization and job), job performance, and customer orientation. Research design, data, and methodology - This research examines the structural relationship between psychological ownership, job performance, and customer orientation in terms of employees. More specifically, in this model, psychological ownership consists of two sub-dimensions of organization and function. Research models and hypotheses have been developed for this purpose. A total of 409 respondents responded via surveys. 2 out of 409 respondents have been removed and a total of 407 were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling with SPSS 21.0 and Amos 21.0 statistical program. Result - The results of the study are as follows. First, psychological ownership (organization and job) has a statistically significant positive effect on job performance. Second, psychological ownership of the job has a statistically significant positive effect on customer orientation. On the other hand, psychological ownership did not have a significant effect on customer orientation. Conclusions - The implications of this study are following as: From the theoretical point of view, this study distinguishes the psychological ownership of employees of a franchise corporate into two dimensions, organization and job, rather than a single dimension. Based on this, we examined the effect of psychological proprieties on job performance and customer orientation. This study also provides several implications. In a fiercely competitive franchise market, it is very important to analyze your employees to gain a competitive advantage over other competitors. It is meaningful to study the employees who work in the franchise. In addition, psychological ownership is an important variable that enhances job performance and leads to customer orientation, so the company needs to pay attention. Therefore, it needs to develop an internal marketing strategy that promotes psychological ownership.
Abstract
Purpose - In align with the increasing competition in both online and offline franchise markets caused by the increasing impact of social networking service, entrepreneurial passion(EP) of the franchise owners has crucial impact on the stakeholders. This study proposed the customer among stakeholders has the critical influence firm's success and examined the structural relationship between entrepreneurial passion(EP) and trust, identification, and loyalty from the customer's perspective. Research design, data, and methodology - This study examines the structural relationship between entrepreneurial passion(EP), trust, identification, and loyalty from the customer's perspective. More specifically, the EP were measured using three sub-dimensions such as EP-inventing(Perceived passion for inventing), EP-founding(Perceived passion for foundting), and EP-developing(Perceived passion for developing). In order to verify the research purposes, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Each item was measured on a 7 point Likert-scale anchored by '1 = strongly disagree, 7 = strongly agree'. The data were collected from 449 franchise consumers through online survey and were analyzed using SPSS 21.0 and Smart PLS 3.0. statistical program. Result - The results of this study are as follows. First, EP-inventing and EP-developing have significant impacts on corporate trust. Second, EP-founding does not have significant impact on corporate trust. Third, EP-inventing and EP-founding have significant impacts on consumer identification. Fourth, EP-developing does not have impact on identification directly, but does indirectly through corporate trust as a mediator. Fifth, corporate trust and identification have significant impacts on loyalty. Conclusions - This indicates that the foodservice franchise CEOs should continuously develop new menus and service to fulfill customer needs. EP-inventing of the food franchise CEOs may enhance customer trust for higher quality of product or service, and EP-developing can also be a driving force for customer trust as it embeds belief in customers that the franchise is sustainably developing. Also, food franchise CEOs should first clarify the support process for the existing brands before developing new ones. Customers tend to lead the trend by using brands that satisfy new trends in the foodservice franchise market, and it could have identification with the trend-setting franchise. Customers do not accept if a company is different from their personal image or norms. So the franchise CEOs must create identification with customers by building corporate trust. Corporate trust influences consumer behavior and emotion, thus the franchises need to secure trust by improving product or service continuously.
Abstract
Purpose - In recent years, research has been conducted on the conflict resolution strategies of the franchise headquarters and the franchisees, but there is a lack of research on the factors of conflict due to the intrinsic structure, such as interdependence or hierarchical relationship, and behavioral analysis to reduce the conflict. In this study, we analyze the relationship between satisfaction and trust formed in the process and result of the business, and the result of action to dissolution intention. Research design, data, methodology - For these purposes, the author developed the proposed model and several hypotheses. In this model, conflict resolution strategies consist of five dimensions such as avoiding, forcing, cooperating, obliging, and compromising strategy. And, this model proposed that onflict resolution strategies are antecedents of procedure quality, behaviour quality and dissolution intention are consequences of conflict resolution strategies. The data were collected from April 1 to April 15, 2013. Because this study examined franchise industries from the franchisee perspective, we contacted franchisee store owner and managers located in Seoul and Gyeonggi Province. Interviewers trained contacted a total of 483 franchisees, and 400 franchisees responded. Out of 400 respondents, 2 respondents were deleted due to missing information. Thus, a total of 398 franchisee were used for this study. he data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, and structural equational modeling with SPSS 24.0 and Amos 23.0 statistical program. Results - The findings can be summarized as follows: First, franchisor conflict resolution activities have significant effects on procedure quality. Second, procedure quality has a significant effect on behavior quality. Finally, behavior quality has a significant effect on dissolution intention. Conclusions - In this study, we investigated the relationship between conflict resolution behavior, procedural quality, behavior quality and dissolution intention. As a result, the franchisers should strive to resolve conflicts not only in solving simple problems with franchisees, but also in a longer term perspective. We also found that the procedural aspects of resolving conflicts should not be ignored. If the trust and satisfaction of each other increase during the process of resolving the conflict, it will positively affect the satisfaction and trust in resolving the conflict. This is also because it serves to lower the intention of termination. However, there is a limitation that it is targeted only to the restaurant franchise, and it is necessary to study the conflict resolution behavior depending on the type of conflict.
