Earticle

초록

영어

Purpose - Previous studies about corporate image generally explore how corporate image affects a company’s effectiveness from the consumer view. However this study attempts to explore the impacts of corporate image (reliability, friendly, corporate social responsibility, and innovation) on employees' altruistic behaviors in the franchise industry context. This study also examine whether organizational trust and affective commitment play a mediating role in the relationship between corporate image and employees' altruistic behaviors. The authors developed several hypotheses to achieve these purposes. Research design, data, and methodology - The data were collected from employees in food- service franchise companies located in Seoul, Korea. Among a total of 363 questionnaires distributed, 294(response rate of 81%) questionnaires were returned. After excluding 18 invalid respondent questionnaires, 276 valid questionnaires(response rate of 76%) were coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 21 and SmartPLS 3.0. Result - The findings of the study are as follows: First, friendly, CSR, and innovation had positive effects on organizational trust, but reliability did not have a significant effect on organizational trust. Second, reliability and friendly of corporate image had positive effects on affective commitment, but CSR and innovation did have a significant effect on affective commitment. Third, organizational trust and affective commitment had positive effects on employees’ altruistic behaviors. Conclusions - The aim of this study is to investigate the franchise corporate image as a significant influencing factor of employees’ altruistic behaviors. The data were collected from only employees from franchising companies. The findings might vary from position to position. Future studies need to collect and compare data from managers. Future studies need to consider other variables that affect employees’ altruistic behaviors. For example, leadership and market orientation might influence employees’ attitude and behaviors. Also, future research should include other variables and it may have limitations in sample representative because of sampling franchise corporate in Seoul. Future studies will include franchise corporate all over the country. Future studies can also consider other variables (e.g., job performance and turnover intentions) to measure employee performance at the level of individuals and identify the impact of employee performance on business performance at the level of corporate.

목차

Abstract
 1. 서론
 2. 이론적 고찰
  2.1. 기업이미지
 3. 연구설계
  3.1. 연구가설
  3.2. 변수의 측정
  3.3. 표본설계 및 분석방법
 4. 실증분석
  4.1. 표본의 일반적 특성
  4.2. 측정항목의 타당성 및 신뢰성 검증
  4.3. 연구모형의 평가
 5. 가설검정
  5.1. 연구가설의 검증
  5.2. 효과 크기(f²) 분석
 6. 결론
 References

키워드

저자

• Soon-Beom Hur [ 허순범 | CEO, Small Big consulting ] First Author
• Dae-Sun An [ 안대선 | Team leader of Global Business Division in Caffe Bene ]
• Hye-Duk Cho [ 조혜덕 | Art director in Leon Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프랜차이즈경영연구 [Journal of Franchise Management]

• 간기

  연간

• pISSN

  2093-9582

• 수록기간

  2010~2017

• 십진분류

  KDC 325 DDC 658