프랜차이즈 가맹사업자와 가맹계약자의 관계:프랜차이즈 비용과 성과를 중심으로 = The Relationship between Franchisor and Franchisee’s Performance

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, franchisee’s perception on franchisor’s support and franchisee’s performance. Results indicated that the initial franchise fee was significantly positively associated with the franchisee’s perception on start-up services. Also royalty and the franchisee’s perception on ongoing services had a positive relationship. And the franchisee’s perception on start-up services and ongoing services are significantly positively associated with franchisee’s satisfaction. But franchisee’s performance was not significantly associated with franchisee’s satisfaction. 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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