This study was intended to provide useful information for domestic foodservice franchiser by verifying how characteristics of headquarters support of domestic foodservice franchiser influences confidence and relation solidarity of franchisee such as training support, distribution support, service support, and know-how support.
In this study, management result and relation result, and confidence of franchisees were researched by educational support, marketing support, supervisor support, know-how support, advertisement support, and distribution support of domestic foodservice franchiser. To achieve the research goal, a survey was distributed targeting domestic franchisers in Seoul and metropolitan area. Two hundred eighty-seven collected copies of the questionnaire were used out of three hundred distributed copies of the questionnaire.
For the analysis of actual proof to verify the study hypothesis, frequency analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, and correlation analysis were carried out with 287 valid samples through SPSS 18.0 and AMOS 18.0; also, covariance structure analysis was carried out to verify the hypothesis.
Based on the analysis result, the research result is below. First, as educational support, marketing support, and supervisor support are increased, positive influence was shown upon confidence of franchisee. On the other hand, know-how support and advertisement support did not give positive influence upon the confidence of franchisee. Second, as marketing support, supervisor support, and know-how support were increased, positive influence was shown upon relation solidarity while educational support and advertisement support did not give positive influence upon the relation solidarity.
Third, for the relations between headquarters and franchisee, as relation solidarity increases, confidence of franchisee increases as well. Also, the confidence positively influence financial result and management result while the confidence did not positively influence continuous management and satisfaction. Forth, the relation solidarity positively influences financial result and management result while it did not positively influence continuous management and satisfaction. Fifth, advertisement support positively influences financial result while educational, marketing, supervisor, and know-how supports did not positively influence the financial result. Also, know-how support and advertisement support positively influence while educational, marketing, and supervisor supports did not have a positive influence.
Sixth, advertisement support positively influences continuous management while educational, marketing, supervisor, and know-how supports did not positively influence the continuous management. Also, marketing, supervisor, and advertisement supports have a positive influence while education and know-how supports did not.
Based on such research result, several implications could be found. The existing studies on franchises system were focused on finding influence factors of achievement and satisfaction of franchisee from macroeconomic and marketing aspects; however, this study was analyzed with intention of renewal and loyalty of franchisee as the final dependent variable from the aspect of franchise headquarters; therefore, the study provides theoretical foundation of systematical management plan for franchisee management. Due to the characteristic of food service franchise, the educational, supervisor, know-how, and marketing supports were discovered as very significant factors; also, the relation solidarity was the important variable for intention of renewal and loyalty.
In the practical point of view, a foodservice franchise is required to have management system such as food know-how, consistency of taste, competitiveness of food, food standardization, differentiation, and food reliability to increase satisfaction of franchisee and headquarters of franchise. Also, cooking quality factors such as cooking training, cooking technical training, and cooling information by cooking manual would be required. Since franchisees emphasize importance of targeting support, the headquarters of franchise would be required to give continuous marketing support on the franchisees.
Nowadays, numerous multinational foodservice franchises threaten domestic franchises, and such result could be systematic guidelines to maintain the existing franchisees. Also, it was analyzed that the marketing support did not positively influence relation solidarity and store loyalty; therefore, the headquarters of franchise would need measures to help sales improvement through continuous development of manual by studying method of sale promotion support. It was analyzed that the relation did not positively influence intention of renewal; therefore, the headquarters of franchise would need to share required advice and support so that both of the headquarters of franchise and franchisee could mutually communicate.
This study would be great help for systematic management method of the future foodservice franchise since the existing studies did not provide various influence factors of franchise such as educational support, marketing support, supervisor support, and know-how support.