[논문]A Study on Performance of Retail Store: Focused on Convenience Store

Kim, Young-Ei

doi:10.15722/jds.15.2.201702.47

[국내논문] A Study on Performance of Retail Store: Focused on Convenience Store 원문보기

유통과학연구 = Journal of distribution science, v.15 no.2, 2017년, pp.47 - 51

Kim, Young-Ei (Dept. of Business Administration in Seoul Digital University)

Abstract ▼ AI-Helper

Purpose - The purpose of the study was to find out factors having influence upon management of franchise convenience stores being distribution business by interview with franchisees in accordance with Delphi method and to investigate marketing strategy of increase income. Research design, data, and methodology - This study investigated not only franchisees but also head office's franchise consultants of convenience stores carefully by Delta technique to suggest actual solutions of practice and to be different from precedent studies. Delphi method's interview and questionnaire were used to investigate performance of franchisees. 120 franchisees were interviewed to consist of men and women. Results - FC visited franchise stores to investigate: Franchisees thought of keeping of exact information on commodity information and sales promotion events, and admitted of franchiser's effort of growth and development of stores and improper visit frequency of stores and low effort of solving of difficulty of franchisees. Conclusions - More than 80% of the franchisees cognized more than 70% of performance upon request of ordering from headquarters: Not only franchisees but also headquarters need to lessen gap of difference of cognition. Franchise headquarters was thought to give services below than common level, and service manual and operation manual were thought to be high. Headquarters need to give practical support service.

주제어

표/그림 (5)

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문제 정의

This study investigated understanding on franchise stores and effective control of conflicts to let head office get franchisee’s reliability.

제안 방법

The purpose of the study was to find out factors having influence upon franchise store’s management by Delphi method and to investigate marketing strategy of high income.
The study included five areas: FC's visit to franchisees, relation between franchisor (head office) and franchisee, franchisor's business support, franchisor's information system and satisfaction with franchisor's service.
The subject was head office's franchise consultants and franchisees in Korea. The study investigated mutual reaction between consultants and franchisees by interview and questionnaire. The study included five areas: FC's visit to franchisees, relation between franchisor (head office) and franchisee, franchisor's business support, franchisor's information system and satisfaction with franchisor's service.
This study investigated not only franchisees but also head office's franchise consultants of convenience stores carefully by Delta technique to suggest actual solutions of practice and to be different from precedent studies.

대상 데이터

Delphi method’s interview and questionnaire were used to investigate performance of franchisees. 120 franchisees were interviewed to consist of men (56.7%) and women (43.3%) (see Table). The 40s occupied 33.
The subject was head office's franchise consultants and franchisees in Korea.

이론/모형

The study had limitation on number of samples of questions and scope. The study made use of not statistical technique of SPSS and Amos but interview with franchisees and Delta technique. The study investigated franchisees' performance of convenience stores for the first time: And, the study was short of validity and objectiveness.

성능/효과

Fifth, franchisees thought of headquarters’ service education being of help to manage franchise stores and not being satisfied with headquarters’ support service.
First, franchisees thought of effective store control system, and franchisees did not think of headquarters’ good maintenance of franchisee’s communication environment and equipment.
First, most of franchisees thought of franchise consultant (FC)'s visit in affirmative way to have very much high human reliability.
Fourth, franchisees thought of keeping of commodity information and information on sales promotion events, and improper visit frequency to franchisees. In addition, Franchisees thought of negative relation with headquarters: programs shall be developed to improve relation between headquarters and franchisees.
Fourth, franchisor's shop control system was effective to manage franchisee, and franchisor's POS display and menu gave convenience for franchisee to manage.
Second, franchisees thought that head office was much interested in franchisee's growth and development.
Second, franchisees thought that sales promotion events would be of help to the sales, and that headquarters’ accounting system was not good to manage franchise stores.
Convenience store’s MD strategy and product for single household produced optimum buying condition in accordance with change of household patterns to increase convenience store’s sales. Third, convenience store gave various kinds of convenient services for customers to increase number of the store, for instance, paying of taxes and duties, charging of mobile phones, door to door delivery service, buying product delivery and other 30 to 40 kinds of services. So, convenience stores could have stability and competitiveness to grow up.
Third, franchisee's sales promotion event helped increase sales, and franchisor's advertising and sales promotion could increase brand cognition, and franchisees were given information on new products.
Third, franchisees thought of headquarters’ effort to develop franchisees, and thought that headquarters did not make effort to solve franchisee’s difficulties.

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