러닝로열티 지불의도에 영향을 미치는 서비스품질 요인에 관한 연구

Abstract

Franchise is one of the typical types of business in the IP (intellectual property) industry which is the fastest-growing business format globally if compared with other industries (Kim and Yoon, 2005). Although there is a severe economic depression globally including Korea, the Franchise business excluded from global recession. According to the data from the IFA (international Franchise Associate, 2008), Franchise industry has been grown more than 5% during last 5 years, the Korean market was grown even more, 10%. As the data shown, the Korean government focused on Franchise business to be vitalized. The Committee of Reinforcing National Competitiveness in Korea addressed that the Franchise industry would be stated as the core-business sector for next decade, and they also insisted that there would be three big sized franchise company like McDonalds in Korea so that they could contribute for economic in Korea by providing the Jobs and stimulating the investments. According to the data from KFA (Korean Franchise associate) in 2008, there are more than 2,500 Franchisors runs their business in Korea and about one million of people are employed for these franchisors. Actually, this number excluded the related industries, thus, the number of employees could be greater, if included related industries. Even though, the franchise industry was quantitatively grown last decade in Korea, the stability of franchise business is still doubted. In order to have a franchise typed business in Korea, they have to report their business history to the KFTC (Korean Fair Trade Commission) including information of total number of franchisees, total revenue, number of lawsuit and so on. Analyzed data from the KFTC, the average period of business as a franchisor was only 5.7 years. In details, 77% of franchisors were only been running their business less than 3 years, more than 5 years is only 21%, only 4% (less than 30 franchisors) were survived for more than 10 years. Especially the food service takes about 62% among those franchisors which registered in KFTC; however only 3 franchisors operated more than 1,000 franchisees, more than 70% operated less than 100 franchisees which could mean that the unstable of business as franchisors (KFTC, 2009). After the trade liberation of distribution market in Korea at 1996, foreign and domestic brands, especially in food service industry, were actively run their franchise formed business in Korea, however, there are a lot of disputes between the franchisors and the franchisees due do the dissatisfactions of supports from the franchisors. The lacks of supports come from the insufficient of franchise system for running the franchise business. Running the business with the unsettled- system influence negatively for the industry growth (Yoon and Lee, 2005). To set the systematic franchise system, the factor of financial stability for franchisor is prior to others to survive within the industry. The financial stability would drive for the company to invest on their infra systems. The fundamental profit structure of franchise business consisted with three factor that first is franchisee setting fees including initial royalty for allow franchisee to use their trademark, sign with initial training fees and some are include the interior design fees. These fees are the just one time profits from the franchisees. The second factor is the profits from providing the raw material or WIP (work in process). Final factor is the running royalty that is for the sustainable supports from the franchisors by providing the TV promotions, hiring supervisors to support franchisees. The running royalty is the ways for franchisors to have the sustainable profits while they are running the business so that the franchisor could have the financial stability for their sustainable business. However, 99% of food service franchisors in Korea would not require the running royalty due to the unusual cultural barriers in Korea; therefore, the franchisees could not be supported sustainably at last which means the franchisees would be closed their stores(Yoon and Lee, 2005). To sustain the franchise business as a franchise head quarter, there has to be a good cash flow. However the profit structure of franchisors in Korea has no continues revenue like the running royalty because of the unusual cultural barriers in Korea. In order for franchise industry to be matured in Korea, it is important to state about running royalty from the scholars but there is no study existed about running royalty for franchise business in Korea today. Throughout this study, It would examinate the relationships between the franchisees' intentions of running royalty payments and those five service quality factors, which were provided from the franchisors to franchisees. Throughout AHP analysis, it would analyze the hierarchy by its priorities among those five service quality factors, which would affect to the intentions of running royalty payments.