프랜차이즈 선택속성이 재계약 의사결정에 미치는 요인에 관한 실증연구

초록

Korean Franchise business is a promising business which is growing over 10% every year as well as a rising core business that big companies take remarkably part in this area. Also, in consideration of job creation and industry - spillover effect, it is the industry that plays very important role in domestic economy. However, due to less competiveness of franchisee, it is very difficult situation to collect the franchisee. Therefore, franchisors are the time that is transferred to the business strategy of the centre of a franchisee- management profit and its profit structure. This study sets up the research model regarding recontract intention in franchisee point of view, based on the preceding research that analyzes and examines the research models on an existing franchise business. To differentiate an exiting research, this study focuses on setting the integrated model. First of all, it is cleared that how much choice attribute in a contract deal affect three factors directly connecting to franchisee satisfaction, that is relative factor, marketing mix factor and business environmental factor. Besides, these satisfactions affect truth and commitment sequentially and eventually concentrate on presenting the specific impact relations to recontract intention. As setting up a variety of parameters linking to halfway between the choice attribute and recontract intention, this study has supposed more clearly a causal relationship to recontract intention from choice attribute. The hypothesis has shown that most of factors were proved with positive (+) consequences. But, the recognition among the choice attribute of a franchisor hasn’t influenced on relative factor, marketing mix factor and business environmental factor. The standardization among the choice attribute of a franchisor doesn’t have an effect on relative factor. Marketing mix factor doesn’t have an effect on commitment as well. Implications for the management strategy of a franchisor are as follows; Firstly, the most impact thing to satisfy franchisee is the franchisee management service of a franchisor. Secondly, the factor to have the most influence on the commitment among three strategic factors linked to franchisee satisfaction is the relative factor. Thirdly, the truth had powerful impact on the recontract intention. In drawing the above implications, this study is expected to help the new franchisee collection of a franchisor as well as set up a management strategy which can keep long term relations with franchisor. Also, it is judged to act on ideological background for correcting the wrong culture of the franchisor business circles which are focused on just collection of franchisee by proposing research results to help the improvement program of franchisee management. Nevertheless, this study has a limitation of sample representativeness and region. Therefore, hereafter we are expected to implement wide ranging studies to draw a variety of policy programs for raising the competitiveness of a franchisor as well as a study proceeding with the representativeness in a region and types of business solved the above research limitations.

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