프랜차이즈 가맹점사업자의 고객지향성 및 학습지향성이 관계성과에 미치는 영향에 관한 연구

Abstract

This study analysed the effects of customer and learning orientation of franchisees on their occupational immersion and relational performance in order to provide suggestions on specific factors which can develop business while minimizing failures. Then whether there are differences in effects between those who had training and those not having training was analysed. For the study, present franchisees were interviewed to identify their individual tendency and responses with a use of a questionnaire for about two weeks. 150 copies of the responses were used for a final analysis. The results are presented as follows: First, it was discovered that learning orientation had a significant effect on occupational immersion. It indicates that achievements and experiences according to what the subjects learned were factors that evoke interest in business or sale. Second, it was shown that learning orientation had a significant effect on relational performance. It suggests that those make efforts to faithfully follow what they learn and are responsible for their job can have confidence in and positive evaluation of their work. Third, it was shown that occupational immersion had a significant effect on relational performance. It means that as they consider their franchise business as important in their life and have strong affection to it, they have more intention to maintain and manage it. Based on the results, it was discovered that learning orientation had a significant effect on occupational immersion and relational performance and the effect of education in franchise business is great. Therefore, to examine differences in educational effects according to whether they are trained, an additional analysis was made and the results are presented as follows: First, for those who had training, learning orientation had a significant effect on occupational immersion. It indicates that those who had training can have affection to and confidence in business through continuous development and vision. Second, for those who had training, learning orientation had a significant effect on relational performance. It means that support or educational programs provided by main offices help franchisees have higher achievements and satisfaction in their business management. Finally, occupational immersion had a significant effect on relational performance regardless of training. That is, if they have strong affection to and active attitude to their business, they can evaluate it in a positive way. In conclusion, learning orientation works as an influential factor on franchise business. Therefore, if management and education system for franchisees is well-organized, they can be motivated to make positive efforts and have strong affection to the business, and the relations between franchisers and franchisees can be maintained positively and longer.