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KMID : 0665420090240040413
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Korean Journal of Food Culture
2009 Volume.24 No. 4 p.413 ~ p.418
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Relationship-Making Factors in Franchised Korean Restaurants
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Kim Myung-Hee
Kim Jun-Won
Park Sung-Bae
Hong Geum-Ju
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Abstract
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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.
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KEYWORD
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relationship-making factors, satisfaction, trust, support/reputation, flexibility, commitment
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