외식 프랜차이즈 본사의 기업가 지향성과 시장 지향성이 가맹점의 영역 초월 행동과 경영 성과에 미치는 영향 = The Effects of Entrepreneurship and Market Orientation of Restaurant Franchisers on the Boundary-spanning Behavior and Managerial Performance of Franchisees

다국어 초록 (Multilingual Abstract)

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.

참고문헌 (Reference)

1 김상덕, "프랜차이즈 본부의 운영전략이 가맹점의 정서적 결속,직무만족, 그리고 영역초월행동에 미치는 영향" 한국마케팅학회 22 (22): 113-134, 2007

2 김상덕, "유통경로 구성원 간 고객지향적 영역초월행동의 선행변수에 관한 연구" 한국경영학회 37 (37): 1075-1096, 2008

3 유영진, "외식 프랜차이즈 본부의 영향 전략이 가맹점의 관계 만족과 영역 초월 행동에 미치는 영향" 동아시아식생활학회 21 (21): 284-297, 2011

4 최낙환, "수급사업자의 기업가정신이 관계몰입을 유도하는 경로" 한국마케팅학회 13 (13): 51-84, 2011

5 Tikoo S, "franchisor influence strategy use and franchisee experience and dependence" 78 (78): 183-192, 2002

6 Combs JG, "Why do firms use franchising as an entrepreneurial strategy? A meta-analysis" 29 (29): 443-465, 2003

7 Shapiro A, "What the hell is market oriented?" 66 (66): 119-125, 1988

8 Yoo BH., "The mediating effects of entrepreneurial orientation between market orientation and management performances of the company: The focus of information which is prevariable of market orientation" Soongsil University 2008

9 Covin JG, "The influence of organization structure on the utility of an entrepreneurial top management style" 25 (25): 217-234, 1988

10 Narver JC, "The effects of market orientation on business profitability" 54 (54): 20-35, 1990

11 Miller D, "The correlates of entrepreneurship in three types of firms" 29 (29): 770-791, 1983

12 Khandwalla PN, "The Design of Organizations" Harcourt Brace Jovanovich 126-127, 1976

13 Sul HK, "Restaurant franchisees' view of the relationships among the determinants of franchisors' entrepreneurial strategy processes" 30 (30): 427-451, 2006

14 Khan MA., "Restaurant Franchising" John Wiley & Sons 35-, 1999

15 Leifer RP, "Perceived environmental uncertainty, organization structure and boundary spanning behavior" 233-238, 1976

16 Organ DW., "Organizational Citizenship Behavior: The Good Soldier Syndrome" Lexinton Books 167-, 1988

17 Hair JF, "Multivariate Data Analysis" Prentice-Hall 456-457, 1998

18 Kohli AK, "Market orientation: The construct, research propositions, and management Implications" 54 (54): 1-18, 1990

19 Jaworski BJ, "Market orientation: Antecedents and consequences" 57 (57): 53-70, 1993

20 Slater SF, "Market orientation and the learning organization" 59 (59): 63-74, 1995

21 Han JK, "Market orientation and organizational performance: Is innovation a missing Link?" 62 (62): 30-45, 1998

22 Kohli AK, "MARKOR : A measure of market orientation" 30 (30): 467-477, 1993

23 Lumpkin GT, "Linking two dimensions of entrepreneurial orientation to firm performance: The moderating role of environment and industry life cycle" 16 (16): 429-451, 2001

24 Miller D, "Innovation in conservative and entrepreneurial firms: Two models of strategic momentum" 3 (3): 1-25, 1982

25 Morrison A, "Financial fundamentals, In Franchising Hospitality Services" Butterworth-Heinemann 114-144, 2000

26 Weerawardena J., "Exploring the role of market learning capability in competitive strategy" 37 (37): 407-429, 2003

27 Hult GT, "Does market orientation matter? A test of the relationship between positional advantage and performance" 22 (22): 899-906, 2001

28 Bettencourt LA, "Customeroriented boundary spanning behaviors: Test of a social exchange model of antecedents" 81 (81): 141-157, 2005

29 Lumpkin GT, "Clarifying the entrepreneurial orientation construct and linking it to performance" 21 (21): 135-138, 1996

30 Thomas DC, "Boundary spanning behavior of expatriates: A model of internal exchange in the multinational corporation" 110-114, 1991

31 Kim GS, "AMOS Structural Equation Model Analysis" Data Solution 113-123, 2004