외식산업에서의 가맹본부의 지원이 가맹점 충성도 및 성과에 미치는 영향

초록

This study investigated how the franchisor’s supportive activities influence the franchisee’s loyalty and consequently their perceived performance in the franchised restaurants. The study found that the franchisor could the franchisee’s loyalty through supportive activities and the franchise performance in results. However, the franchisor’s advertising and promotion supports did not influence the franchisee’s loyalty increase, but increase the franchisee’s perceived performance. In summary, supportive activities such as efficient franchise system and advisory activities could be a starting point towards high franchise performance.

키워드