프랜차이즈의 물리적환경과 가맹점주 만족도 및 경영성과의 상관관계분석

Abstract

ABSTRACT

Correlation Analysis OF Physical Environment Factors, Satisfaction Franchisee, Management Performence In Franchises

By Song, Ji-Hyun Advisor : Prof. Yoon, Gab-Geun, Ph.D. Department of Design Management Graduate School of Chosun University

The reality in the dispute between franchise headquarters and franchisees related to physical environment seems endless and is becoming a major issue. Therefore, this study examined present conditions and analyzed surveys in order to understand the relationship between the physical environment of franchise and the satisfaction and business performance of franchisees. In the theoretical background of this study, the definition, components, importance of physical environment, and relation with satisfaction of franchisees and business performance, and also, the definition and components of franchisees’ satisfaction, and the relation with business performance were researched, as well as, the definition and components of business performance, etc. Also, the correlation among the physical environment, the satisfaction of franchisees, and the business performance was determined based on preceding research. The physical environmental factors are divided into the following components: functional, peripheral, design, social, expediency, sanitary, and entertainment. The satisfaction of franchisees falls into economic satisfaction and social satisfaction. The business performance divided into Financial Performance and Non-financial Performance might be utilized for the Foundation Manual for Space Management in the future when improving environment of food franchise industry. In this study, statistical programs, SPSS21.0, and AMOS21, were used in order to analyze research data. Investigating demographic characteristics through frequency analysis, inspecting the validity of measurement variables, evaluating the suitability of questionnaire items, and analyzing the fit of the measurement model through EFA (Exploratory Factor Analysis), Descriptive Statistic Analysis, and Confirmatory Factor Analysis were conducted in this study. Also, correlation analysis was used for identifying the degree of directivity and correlation among each factor. //Cronbach Alpha analysis was used for analyzing reliability, and a mirror-backed fluorescent screen analysis was used in order to evaluate the improvement of structural model. Also, the Structural Equation Model analysis was carried out in order to evaluate the correlation analysis for hypothesis verification. After conducting exploratory factor analysis, the total number of elements becomes six by combining design factor and expediency factor into one, without dividing into each of two factors among the seven factors of the physical environment. The first part of social satisfaction in franchisees’ satisfaction in two factors, that have amicable sentiment for the franchise headquarter, was removed because of showing a high correlation more than 0.4 simultaneously. After conducting Confirmatory Factor Analysis, the level of the model was identified as good based on the result of GFI(0.897), AGFI(0.821), NFI(0.896), RMR(0.083), and RMSEA(0.075). Verification results for the hypothesis of the study are summarized as follows. First, functional, peripheral, sanitary, and entertainment components among the hypotheses, regarding the impact that the physical environment influences on economic satisfaction of franchisees, don’t exert any effect. The factors of design, expediency and social influence the economic satisfaction of franchisees. The fact that design factor, expediency factor and social factor have influence on economic satisfaction of franchisees means the number of employees, staff appearance, friendly service, professional staffs, rapid response, standard uniform, colors of interior walls and floor, attractiveness of internal and external design, menu design, exterior facades, signboards, interior materials, POP, store size, parking, facilities, passage, and identification of guide sign make a significant impact on it. Secondly, functional, peripheral, and sanitary components among the hypotheses, regarding the impact that the physical environment influences on social satisfaction of franchisees, don’t exert any effect. The factors of design, expediency, social and entertainment influence the social satisfaction of franchisees. The number of employees, staff appearance, friendly service, professional staffs, rapid response, standard uniform, colors of interior walls and floor, attractiveness of internal and external design, menu design, exterior facades, signboards, interior materials, POP, store size, parking, facilities, passage, identification of guide sign, visual pleasure of the facilities and decorations, interior design, the characteristics of decorations, and amusement of interior design are a significant influence. Thirdly, financial outcome is mediated by economic and social satisfaction among the hypotheses. The satisfaction of franchisees influences on financial outcome. Marketing strategies, sales support, amicable sentiment of the headquarter, and the mutual respect between the headquarter and franchisees, and such, make a considerable impact. Fourthly, the non-financial outcome is influenced by economic and social satisfaction among the hypotheses of the impact that the satisfaction of franchisees affects non-financial outcome. Marketing strategies, sales support, amicable sentiment of the headquarter, and mutual respect between the headquarter and franchisees, impacts the outcome. Fifthly, the hypothesis that non-financial outcome influences financial outcome is proven. It shows that renewal (recharter) intention, recommendation to others, following headquarters’ instructions faithfully could make a great influence, as well as, brand confidence, etc. Consequently, after analyzing the correlation of franchisees’ satisfaction and business performance with the physical environment of franchise, design factor and expediency factors are significant elements among the physical environment components. The entertainment factor only works as an important element within social satisfaction of franchisees. The functional, peripheral, and sanitary factors don’t influence the financial satisfaction and social satisfaction of business performance. It was also concluded that both financial satisfaction and social satisfaction of franchisees affect financial outcome and non-financial outcome significantly. Also, non-financial outcome is a major influence factor affecting financial outcome. As a result of this paper, it has been found that the physical environment, satisfaction of franchisees, and business performance have a correlation. The franchise industry, which shows the high growth of over 10% per year, has been becoming one of the most important industries in Korea. Most of all, due to the fact that food franchise forms a significant social culture and its high position, scientific and systematic necessity is required for the development of the current franchise industry. Based on the study, it would contribute to decreasing the number of disputes between the headquarter of franchise and franchisees regarding physical environment when the research material from this study is utilized as a Foundation Manual for Space Management for improving the environment of franchises. Furthermore, problems related to the physical environment, which was the greatest Chance-Loss occurring frequently in franchise, could be prevented. They could play an important role for improving reliability and productive relationship of franchisees to the headquarter. The headquarter’s continuous support of organized and effective system strengthens the faith of the franchise structure, as well as mutual bonds between them the headquarter and franchisees. Therefore, focusing on factors that affect franchisees’ business performance is necessary. Research, interest, investment, and so forth, on physical environment substantiated in this study are valuable to go one step further in developing the domestic franchise industry.