Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Relationship-Making Factors in Franchised Korean Restaurants

한식프랜차이즈 업체와 고객간의 관계형성 결정요인에 관한 연구

  • Kim, Myung-Hee (Department of Food Service & Culinary Management, Kyonggi University) ;
  • Kim, Joom-Won (Department of Food Service & Culinary Management, Kyonggi University) ;
  • Park, Sung-Bae (Department of Food Service & Culinary Management, Kyonggi University) ;
  • Hong, Geum-Ju (Department of Food Service & Culinary Management, Kyonggi University)
  • 김명희 (경기대학교 외식조리 관리학과) ;
  • 김준원 (경기대학교 외식조리 관리학과) ;
  • 박성배 (경기대학교 외식조리 관리학과) ;
  • 홍금주 (경기대학교 외식조리 관리학과)
  • Published : 2009.08.31
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Abstract

Existing literature on the CRM [Customer Relationship Management] has emphasized the marketing strategies between the franchisor and franchisee. In this study, we focused instead on factors involved in forging relationships based on marketing strategies between franchisee and the customers. A survey questionnaire was completed by 250 customers of Korean-style food franchises located in Seoul and Inchon. Each questions is based on a 5-point likert-type scale. After initial data recording, 41 questionnaires were deleted from the data set because of missing or insincerely answer. Finally, the sample data of 209 questionnaires were used for the statistical analysis. The data were analyzed with SPSS version 13.0 software to assess consumer satisfaction, trust, and support/reputation on flexibility and commitment. Regression analysis was performed to analyze the relationship between flexibility and commitment. Satisfaction and support/reputation significantly influenced flexibility, both satisfaction and trust significantly influenced commitment, and both flexibility and commitment significantly influenced the restaurant-consumer relationship.

Keywords

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