글로벌 커피 프랜차이즈 전문점의 서비스스케이프가 고객만족과 충성도에 미치는 영향 : 카페베네 인도네시아 점포를 중심으로 = The Impact of Servicescape of Global Coffee Franchise Store on Local Customer Satisfaction and Loyalty : Focused on Caffe Bene Indonesia

국문 초록 (Abstract)

이 연구의 목적은 카페베네 인도네시아를 포함한 세계 프랜차이즈 시장에 진출한 글로벌 프랜차이즈 기업의 현재 상황을 조사하고, 케이스 스터디를 통해 글로벌 프랜차이즈 사업의 성공요인을 도출하는 것이다. 연구자는 특히 글로벌 프랜차이즈 기업의 현지 글로컬라이제이션 전략을 서비스스케이프 중심으로 살펴보았다.

이 연구는 성공적인 글로컬라이제이션 전략을 위한 결정요인으로 글로벌 프랜차이즈 기업에 의해 제공된 서비스스케이프 요소들을 제공한다. 카페베네 인도네시아는 현재 프랜차이즈 사업을 하는 기업으로 서비스스케이프가 현지 고객만족에 영향을 미치는지를 살펴보기 위해 데이터는 현지 점포를 방문하는 고객들로부터 직접 설문을 통해 데이터를 수집하였다.

한국에서 국내 프랜차이즈 사업의 포화와 함께, 많은 프랜차이즈 기업들이 글로벌 프랜차이즈 시장으로 진출하려고 하고 있으나, 글로벌 프랜차이즈 전략의 성공적인 베스트 프랙티스는 아직 찾기 힘들다. 이 연구는 글로컬라이제이션 전략이라는 개념에 초점을 두고, 조사와 인터뷰를 통해 글로벌 프랜차이즈 기업의 서비스스케이프와 베스트 프랙티스를 제안할 것으로 기대한다.
향후 연구는 보다 객관적이고 비교를 통한 연구를 위해 글로벌 프랜차이즈 기업의 확장된 지역에 집중 될 것이며, 이는 성공적인 글로컬라이제이션 전략을 위해 서비스스케이프를 고려하는 글로벌 프랜차이즈 기업에 도움이 될 것이다.

주제어 : 글로벌 프랜차이즈 기업 , 글로컬라이제이션 , Glocalization, 서비스스케이프 , 고객만족

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the current state of the global franchise enterprises who are entering into franchise markets worldwide including focused franchise enterprise of Caffe Bene Indonesia, and to analyze their practices and cases, and finally to draw key success factors of global franchise business. The authors are especially focusing on glocalization strategy of the global franchise company on the basis of servicescape.

This study is proposing servicescape provided by global franchise enterprise as determinants for successful glocalization strategy. Data were collected from survey for local customer satisfaction with its franchise store in terms of servicescape in proposed country of Indonesia where focused company is doing franchise business.

In line with saturization of domestic franchise business in Korea, many local franchise companies have been proceeding with entering into global franchise market, however, successful and best practices of global franchise strategy is hard to find yet. This study is expected to suggest servicescape and parts of best practices in global franchise enterprise thru investigating and in-depth surveying for local franchise market and customer focused on concept of glocalization strategy.

Future study will be concentrated on expanding area of global franchise enterprise for more objective and comparative research and survey on local markets which will show comparison between countries, and help global franchise companies considering servicescape for successful glocalization strategies.


Keywords : Global Franchise Enterprise, Glocalization, Servicescape, Customer Satisfaction

목차 (Table of Contents)

• - 목 차 -
• 제 1 장 서론···············································1
• 제 1 절 연구의 배경························································1
• 제 2 절 연구의 목적························································4
• 제 3 절 연구의 방법과 범위················································6
• 제 4 절 연구의 구성························································7
• 제 2 장 이론적 고찰······································9
• 제 1 절 프랜차이즈·························································9
• 1. 프랜차이즈의 정의·····························································9
• 2. 프랜차이즈 기업······························································10
• 3.국내 프랜차이즈 산업현황···················································11
• 가.국내 커피 프랜차이즈 산업현황········································14
• 제 2 절 글로벌 프랜차이즈····································19
• 1. 프랜차이즈 해외진출의 정의와 배경·······································19
• 2. 프랜차이즈 해외진출 전 고려요인·········································20
• 3. 프랜차이즈 해외진출 동기··················································20
• 4. 인도네시아 프랜차이즈 산업현황·········································22
• 가. 식음료 프랜차이즈 현황·················································23
• 나. 커피 프랜차이즈 현황····················································24
• 5. 프랜차이즈 해외진출 성공사례············································25
• 가. 국내 프랜차이즈 브랜드 해외진출 성공사례··························25
• 1) 투다리····································································26
• 2) 김가네····································································27
• 3) 할리스커피·······························································28
• 나. 글로벌 프랜차이즈 브랜드 해외진출 성공사례·····················29
• 1) 아지센라멘·······························································30
• 2) 돔커피····································································32
• 3) 미스터도너츠와 던킨도너츠···········································34
• 다. 해외 프랜차이즈 브랜드 인도네시아 진출 성공사례················36
• 1) KFC······································································36
• 2) 던킨도너츠······························································39
• 3) 호카호카 벤토··························································40
• 4) 카페베네 인도네시아 현황·············································42
• 제 3 절 서비스스케이프···················································45
• 제 4 절 고객만족··························································49
• 제 5 절 충성도····························································51
• 제 3 장 연구모형과 연구가설의 설정···················52
• 제 1 절 연구모형··························································52
• 제 2 절 연구가설의 설정·················································53
• 제 4 장 연구디자인······································54
• 제 1 절 변수의 조작적 정의 및 측정····································54
• 1. 서비스스케이프·······························································54
• 가. 좌석안락성·································································55
• 나. 심미성·······································································55
• 다. 청결성······