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2021, Volume 5
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Volume 5, Issue 1, June 2021, Page: 6-14
The Effect of Franchise SERVQUAL on the Pre & Post Opening Satisfaction and the Business Performance
Moon-hwan Hwang, Department of Foodservice Management, Graduate School of Far East University, chungcheongbuk-do, South Korea
Chun-bong Cho, Department of Hotel Foodservice Management, Graduate School of Chungwoon University, Chungnam-do, South Korea
Ji-eun Kim, Department of Foodservice Industry Management, Graduate School of Kyonggi University, Seoul, South Korea
Received: Feb. 24, 2021;       Accepted: Mar. 22, 2021;       Published: Apr. 1, 2021
DOI: 10.11648/j.ijhtm.20210501.12       View        Downloads  
Abstract
This study is designed to examine the effect of franchise SERVQUAL on business satisfaction and business performance, and examined previous studies, herewith designed research model based on it. In order to select a brand before starting a business, business owners who run a franchise restaurant were investigated the factors that were important to them and the satisfaction level after the business proceeds. By analyzing how satisfaction with the business affects business performance, it aims to provide implications for the criteria for efficient brand selection to prospective entrepreneurs who wish to start a business as a franchise in the future. The questionnaire survey was conducted on business owners running chicken franchises in all areas of Seoul. A frequency analysis was conducted to analyze the demographic characteristics of the survey subjects. Factor analysis and reliability analysis were performed to verify the validity and reliability of the measurement tool, and the hypothesis was verified through multiple regression analysis. The detailed research results are as follows. First, franchise SERVQUAL was found to have a significant effect on satisfaction before and after opening. Second, it was found that satisfaction before and after franchise opening had a significant effect on market performance and contract renewal performance. If the franchise outlet operators are satisfied with the SERVQUAL components such as responsiveness, assurance, empathy, convenience, reliability, quality of materials and information system before or after opening, it is possible to predict that sales will increase and opportunities for renewal will increase. This is meaningful in presenting comprehensive business performance improvement plans to prospective entrepreneurs and headquarter business associates who choose a franchise business in the future.
Keywords
Franchise, SERVQUAL, Business Satisfaction, Business Performance
To cite this article
Moon-hwan Hwang, Chun-bong Cho, Ji-eun Kim, The Effect of Franchise SERVQUAL on the Pre & Post Opening Satisfaction and the Business Performance, International Journal of Hospitality & Tourism Management. Vol. 5, No. 1, 2021, pp. 6-14. doi: 10.11648/j.ijhtm.20210501.12
Copyright
Copyright © 2021 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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