외식 프랜차이즈 경쟁력 증진을 위한 프랜차이즈 비용구조 전략 = The Strategic Fee Structure for Improving the Competitiveness of Restaurant Franchise

다국어 초록 (Multilingual Abstract)

Franchise contracts typically contain three forms of payment from
franchisee to franchisor in Korean restaurant franchise: the initial franchise
fee, the ongoing royalty payment, and deposit money. This paper has
explored the franchise fee structure and franchisee’s perception on
franchisor’s support. Results indicated that the initial franchise fee was
significantly positively associated with the franchisee’s perception on
start-up services signifcantly. Also royalty and the franchisee’s perception
on ongoing services had a positive relationship. Therefore, strategic
franchise fee structure should be developed to improve the competitiveness
of restaurant franchise. Implications for franchisor and franchisee were
discussed.

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