외식 프랜차이즈 가맹점주의 기업가적 지향성이 경영성과에 미치는 영향: 프로세스 혁신의 매개효과

초록

The rapidly changing market environment and persistent economic downturn require a paradigm shift in the business model of restaurant franchises. However, franchise outlets in the restaurant industry face limitations as they operate based on the management processes provided by the franchisors, such as distribution, marketing, and training. In such circumstances, franchisees have the opportunity to overcome the constrained market environment and improve their performance by transitioning to their own optimized management processes. The purpose of this study is to examine the influence of entrepreneurial orientation on process innovation and its mediating effect on franchisee performance. Specifically, we develop measurement factors for entrepreneurial orientation based on prior research, investigate the impact of entrepreneurial orientation on process innovation within franchise outlets, and explore the influence of process innovation on franchisee performance. Furthermore, we examine the mediating effect of process innovation on the relationship between entrepreneurial orientation and franchisee performance. To achieve these research objectives, we designed variables and hypotheses based on previous studies and constructed a survey questionnaire focusing on the measurement factors. The survey targeted franchise outlets in the Seoul and Gyeonggi regions, encompassing various types of cuisine, including Korean, fast food, coffee, bakery, and chicken franchises. The survey was conducted from January 10, 2023, to March 8, 2023. A total of 500 questionnaires were distributed, and 222 responses were collected. After removing unreliable responses, 186 valid questionnaires were used for structural equation modeling analysis. The results of this study are as follows. First, entrepreneurial innovativeness and risk-taking propensity of restaurant franchisees positively influenced process innovation, while proactiveness did not have a significant impact. Second, process innovation within restaurant franchises had a positive effect on franchisee performance. Thirdl, innovativeness and risk-taking propensity indirectly influenced franchisee performance through process innovation. Based on the research findings, we provide both academic contribution and practical implications. From an academic perspective, this study contributes by identifying the entrepreneurial orientation of small-scale restaurant franchisees and demonstrating the positive impact of process innovation on franchisee performance. Additionally, the mediating effect of process innovation in the relationship between entrepreneurial orientation and franchisee performance is highlighted. From a practical standpoint, this study emphasizes the importance of efforts and attention from franchisees in managing restaurant franchises and highlights the significance of assessing local market conditions for franchise management by the franchisors. Moreover, it underscores the need for government support in entrepreneurship education and consulting services related to entrepreneurial orientation.

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