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KMID : 0665420120270020172
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Korean Journal of Food Culture
2012 Volume.27 No. 2 p.172 ~ p.183
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The Effects of Entrepreneurship and Market Orientation of Restaurant Franchisers on the Boundary-spanning Behavior and Managerial Performance of Franchisees
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Jeon Kyeong-Hwan
Ha Dong-Hyun
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Abstract
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This study was conducted to investigate the effects of the entrepreneurship and market orientation of franchisers on the
boundary-spanning behavior of franchisees in food-service companies in the Yeongnam region. This study also investigated the relationship between the entrepreneurship and market orientation of franchisers and sought to identify the effect of the boundary-spanning behavior of franchisees on their managerial performance. Based on literature reviews, 4 hypotheses were tested. The subjects responding in this study were owners or managers of franchise restaurants in Youngnam province. A total of 605 questionnaires were analyzed using the factor analysis, a reliability test, and structural equation modeling analysis. The results revealed that first, the entrepreneurship and market orientation of franchisers were positively related to the boundary-spanning behaviors of franchisees, and secondly, the entrepreneurship of franchisers was positively related to their market orientation. Finally, the boundary-spanning behavior of franchisees was positively related to their managerial performance. Therefore, food-service franchisers in Youngnam should have the entrepreneurship and market orientation to lead franchisees to have positive boundary-spanning behaviors and good performance.
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KEYWORD
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Entrepreneurship, market orientation, boundary spanning behavior, managerial performance
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