외식프랜차이즈 기업의 구성원이 인식하는 조직문화 유형이 조직몰입과 고객지향성에 미치는 영향

Abstract

The purpose of this study was to empirically analyze the impact of organizational culture types recognized by members of food service franchise companies on organizational commitment and customer orientation; examine the effect of organizational commitment on customer orientation; and present practical implications and directions for improving the competitiveness of such companies. To achieve the purpose of the study, 314 members of the organization serving various domestic food service franchise companies were surveyed and an empirical analysis was conducted using the statistical program SPSS 25.0 for Windows. The results confirmed the following: First, clan culture, market culture, and adhocracy culture have a positive effect on organizational commitment, while hierarchy culture has negative effects on the organizational culture of food service franchise companies. Second, adhocracy culture and clan culture have a positive effect on customer orientation among the organizational cultures of food service franchise companies. Third, the organizational commitment of the members of food service franchise companies has a positive effect on customer orientation. The results of this study can help managers of food service franchise companies to recognize the importance of organizational culture and the need to identify and establish an organizational culture that maximizes the organizational commitment and customer orientation of its members.