외식산업 프랜차이즈 가맹점의 성과 결정요인에 관한 연구 = (An)empirical study on the performance of the franchise stores in the food service industry

다국어 초록 (Multilingual Abstract)

Franchise system has been popular in Korea since 1990s. Recently, reflecting the change in the consumption patterns of Korean families and the expansion of global franchising system, the sales and the number of franchise store are soaring. Contrary to the enlarged franchise market in Korea, the research dealing with the Korean franchise system is rare.
The purpose of this study is to identify the performance determinant factors and the satisfaction reinforcement factors of the franchise stores through an empirical investigation. First of all, this study focused on a conceptual model for franchisee's recontract intention and developed a causal model dealing with store performance, franchisee's satisfaction and recontract intention.
Based on the findings in the past research, we have identified a variety of antecedents for the franchise store performance and satisfaction. The determinant variables of performance can be grouped into five major categories such as franchisor characteristics, franchisee characteristics, relationship characteristics between franchisor and franchisee, customer characteristics, and competition characteristics. Also, the determinant variables of satisfaction were grouped into three major categories such as franchisor characteristics, franchisee characteristics, relationship characteristics between franchisor and franchisee.
The data for the empirical analysis were collected through survey questionnaire and personal interviews and 187 store owners were participated in the study. After an initial data recording, 35 questionnaires were deleted from the data set because of missing answers. Finally, the sample data of 152 questionnaires were used for the statistical analysis. Using SPSS WIN 10.1, an exploratory factor analysis was performed. In order to test the hypotheses from the causal model, the LISREL 8.52 program was employed.
The results of the statistical analysis were as follows. First, the recontract intention is influenced by franchisee's satisfaction and performance. Second, the store performance is related with franchisee characteristics and competition characteristics. Third, the franchisee's satisfaction is related with franchisor's business support activities and franchisor's logistics support activities and performance. Mostly, the results support the past research. However, this study proposed an integrated causal model and tested the model empirically. Even though there are several limitations, this study contributed both academics and practitioners to improve the understanding of the franchise store management in Korea.

목차 (Table of Contents)

• 목차 = ⅰ
• 제Ⅰ장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구목적 = 3
• 제3절 연구의 범위와 방법 = 5
• 제Ⅱ장 프랜차이즈 시스템의 이론적 배경 = 6
• 제1절 프랜차이즈 시스템의 개관 = 6
• 1. 프랜차이즈 시스템의 개념 = 6
• 2. 프랜차이즈 시스템의 발전과정 = 11
• 3. 프랜차이즈 시스템의 형태 = 13
• 4. 프랜차이즈 시스템의 장ㆍ단점 = 24
• 5. 프랜차이즈 시스템의 경제적ㆍ법률적 특성 = 28
• 제2절 국내 프랜차이즈 산업의 문제점 및 발전과제 = 36
• 1. 국내 프랜차이즈 산업의 문제점 = 36
• 2. 국내 프랜차이즈 산업의 발전과제 = 39
• 3. 국내 프랜차이즈 산업의 국민 경제적 중요성 = 40
• 4. 정부의 프랜차이즈 산업 육성책 = 40
• 제3절 선행연구 = 42
• 1. 프랜차이즈 시스템에 대한 대표적 설명이론 = 42
• 2. 프랜차이즈의 성과결정에 관한 연구 = 48
• 3. 프랜차이즈 가맹점의 성과 및 만족이 재계약에 미치는 영향에 관한 연구 = 68
• 제Ⅲ장 연구모형 설계 및 가설설정 = 70
• 제1절 연구모형 = 70
• 제2절 가설설정 = 73
• 제3절 조사설계 = 81
• 1. 조사수단의 설계 = 81
• 2. 변수의 조작적 정의 = 81
• 제Ⅳ장 실증분석 = 87
• 제1절 자료수집 및 분석방법 = 87
• 제2절 분석결과 = 87
• 1. 표본의 특성 = 87
• 2. 신뢰성 및 타당성 검증 = 90
• 3. 연구가설 검중 및 논의 = 94
• 제Ⅴ장 결론 = 101
• 제1절 요약 및 시사점 = 101
• 제2절 연구의 한계점 및 제언 = 105
• 참고문헌 = 107
• ABSTRACT = 116
• LISREL 8.52 = 118
• 설문지 = 126