외식 프랜차이즈 기업의 시장지향적 지식과 브랜드 지향성이 신상품 개발, 차별성, 신뢰 및 경영성과에 미치는 영향 = The effects of franchisor's market oriented intelligence and brand orientation on new product development, differentiation, trust and performance in the foodservice industry.

다국어 초록 (Multilingual Abstract)

In spite of the growth of the franchise industry, there are some kinds of problems in the food service franchise industry, e.g. brief historical record of a franchise, insolvent operation, lack of distribution system, low level of information processing and insufficiency of confidence. Specifically the variation of the foodservice industry requires franchise system to be fully equipped with various business strategies which is indispensable to run franchise system.
In the high level of environment dynamism, many companies keep trying to launch new product and to secure the differentiation. In order to achieve this purpose, it is needed that company have to have customer oriented intelligence, and competitor oriented intelligence. Also, the business strategy for brand differentiation which hold a key post in the franchise operation, is required. These market oriented intelligence and brand orientation are able to affect franchisors' new product development and securing differentiation. Futhermore, it is thought that they can have effects on franchisees' trust and performance
In this dissertation, author propose a theoretical model which is empirically tested. For the purpose of verify the model, a total of 304 questionnaires are collected from Oct. 4th 2007 to Oct. 26th. During the selecting data, author sets limits to specific franchises which have launched new product for the last year, and are above the average by the report of the Ministry of Commerce, Industry and Energy .
The empirical results of the Structure equitation model are as followed.
Customer oriented intelligence influence directly on new product development, differentiation, and trust; in addition, indirectly on differentiation, trust and performance; competitor oriented intelligence have positive influences on trust; new product development which is influenced by customer oriented intelligence has positive effects on differentiation, franchisees' trust, and performance; franchisees' trust is influenced by exogenous variables and new product development which directly affects on franchisees' performance.
Major suggestions and significances of this study can be outlined as follows :
First, franchisor should grow conscious of the importance customer oriented intelligence and analyze the customer continuously. The reason why many companies fail to catch hold of customers' requests is that they are bent on following wrong market trend and believe blindly a result of market survey. Currently, many franchise have launched new product without analyzing customers' demand in proper order. Therefore, franchise systems in the foodservice industry are not satisfied with the intelligence generation about customers which obtained by simple market survey.
Second, the product in the foodservice industry is not only easy to copy by competitors, but also hard to place their own products under the protection of the existing laws. In this situation, franchisor should propagate its own brand and make icon brand for customer to differentiate with other competitors' brands. When customers regard franchisor's products as valuable and different, its franchise system could have competitive advantage. Therefore, franchisor has to reinforce brand orientation activities so that customers can distinguish its franchises system from others.
Third, franchisees' trust is caused by franchisor's various management supports. Franchisees are able to believe their franchisor when franchisor launches profitable new product by generating market intelligence and analyze competitors and customers. Also, brand orientation is used as a tool for achieving franchisees' trust which is helpful for franchisor to run a business.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 연구의 배경 및 문제제기 = 1
• 2. 연구 필요성 및 연구 목적 = 5
• 3. 연구 범위 및 방법 = 7
• 1) 연구 범위 설정 = 7
• 2) 연구 방법 = 8
• 4. 용어 설명 = 9
• II. 이론적 배경 = 13
• 1. 시장지향성 = 13
• 1) 시장지향성의 개념 및 구성요소 = 13
• 2) 고객 및 경쟁자 지향성과 지식창출 = 18
• 3) 시장지향성의 결과변수 = 22
• 2. 브랜드지향성 = 25
• 1) 브랜드와 브랜드 지향성 = 25
• 2) 브랜드 지향성의 구성 요소 및 결과변수 = 29
• 3. 신상품 개발 = 31
• 1) 신상품 개발의 특징 = 31
• 2) 신상품 개발의 선행변수 및 결과변수 = 34
• 4. 차별성 = 38
• 5. 신뢰 = 43
• 1) 신뢰의 개념 및 구성요소 = 43
• 2) 프랜차이즈 기업에서의 신뢰 = 46
• 6. 경영성과 = 50
• 1) 경영성과 측정방법 = 50
• 2) 프랜차이즈 산업에서의 성과 측정 = 52
• III. 연구설계 = 55
• 1. 연구 모형의 설계 및 가설설정 = 55
• 1) 고객 지향적 지식 및 경쟁자 지향적 지식과 신상품 개발 및 차별성 = 55
• 2) 브랜드 지향성과 차별성 = 59
• 3) 신상품 개발과 신뢰 및 경영성과 = 60
• 4) 차별성과 경영성과 = 61
• 5) 신뢰와 경영성과 = 62
• 2. 변수의 조작적 정의 및 측정도구의 구성 = 63
• 1) 고객 지향적 지식과 경쟁자 지향적 지식 = 63
• 2) 브랜드 지향성 = 64
• 3) 신상품 개발 = 65
• 4) 차별성 = 66
• 5) 신뢰 = 67
• 6) 경영성과 = 68
• 7) 인구통계학적 문항 = 69
• 3. 표본 수집 및 분석 = 69
• 1) 표본 수집 과정 = 69
• 2) 자료 분석 방법 = 72
• IV. 연구결과 = 73
• 1. 표본의 인구통계학적 특징 = 73
• 2. 기술분석 = 76
• 1) 정규성 검증 및 기술분석 = 76
• 2) 표본에 다른 편차 검증 = 79
• 3. 타당성 및 신뢰도 검증 = 80
• 1) 확인적 요인분석 = 80
• 2) 타당성 및 신뢰도 검증 종합 = 87
• 4. 구조방정식 모델 검증 = 89
• 1) 이론적 모델 검증 = 89
• 2) 수정모델 = 92
• 3) 최종모델 = 93
• 4) 가설검정 = 94
• 5) 직접 효과 및 간접효과 = 98
• V. 결론 = 102
• 1. 연구의 요약 = 102
• 2. 연구 시사점 = 105
• 3. 연구의 한계 및 향후 연구방향 = 108
• 참고문헌 = 111
• 부록 1. 프랜차이지 및 매니저에 따른 의견 차이 분석 = 131
• 부록 2. 최종모형의 회귀계수 = 134
• 부록 3. 최종모형의 표준화 회귀계수 = 136
• 부록 4. 최종모형의 모델 적합도 = 137
• 설문지 = 140
• abstract = 144