[논문]베이커리 프랜차이즈 가맹본부의 특성과 가맹점의 특성이 가맹점 성과와 재계약 의도에 미치는 영향

이혜영; 최명길

doi:10.16972/apjbve.12.3.201706.177

베이커리 프랜차이즈 가맹본부의 특성과 가맹점의 특성이 가맹점 성과와 재계약 의도에 미치는 영향
The Effects of Franchisors' and Franchisees' Characteristics on the Performance and Recontract Intention in Bakery Franchise Industry 원문보기

벤처창업연구= Asia-Pacific journal of business and venturing, v.12 no.3, 2017년, pp.177 - 190

이혜영 (중앙대학교 일반대학원 창업학) , 최명길 (중앙대학교 경영경제대학 경영학부)

초록
AI-Helper

본 연구의 목적은 베이커리 프랜차이즈 산업에서 가맹점의 성과 및 재계약 의도에 영향을 미치는 가맹본부의 특성과 가맹점의 특성 요인을 실증적으로 파악하는데 있다. 연구목적을 달성하기 위해 국내 베이커리 프랜차이즈 가맹점사업자 386명을 대상으로 설문결과를 수집하였으며, 가설 검증에는 구조방정식모형 분석을 활용하였다. 연구 결과는 다음과 같다. 첫째, 가맹본부의 특성인 브랜드 명성과 교육훈련 지원은 가맹점 성과에 유의한 정(+)의 영향을 미치는 것으로 나타났으나, 제품 지원은 유의한 영향을 미치지 않는 것으로 분석되었다. 둘째, 가맹점의 특성인 입지 요인은 가맹점 성과에 유의한 정(+)의 영향력을 갖는 것으로 나타난 반면, 매장관리는 유의한 영향력이 나타나지 않았다. 셋째, 가맹점 성과는 재계약 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 가맹점사업자의 과거 경영자 경험은 입지 요인과 가맹점 성과에 미치는 영향력을 정(+)적으로 더 강화시키는 것으로 분석되어, 가맹점 특성과 성과 간의 관계에서 경영자 경험의 부분적인 조절효과를 확인하였다. 본 연구는 베이커리 프랜차이즈 가맹점의 성과 및 재계약 의도를 제고하는 영향요인을 가맹본부의 특성과 가맹점의 특성으로 구분하여 두 주체가 강화시켜 나가야 할 부분을 함께 제시했다는 측면에서 의의가 있다고 판단된다.

Abstract ▼ AI-Helper

This study investigates the effects of franchisors' characteristics including brand reputation, training and product related support, franchisees' characteristics including store location and management on the performance and recontract intention of franchisees in bakery franchise industry. Also, this study examine the moderating effect of CEO experience of franchisees among the franchisors' and franchisees' characteristics, and performance. To empirically test these relationships, data were collected from 386 respondents who are franchisees in the bakery franchise sector. In the verification of hypotheses, the structure equation modeling(SEM) is used. The results of this study are as follows. First, franchisors' brand reputation, training support, and franchisees' locational factor have significant effects on the financial performance of franchisees positively. However, franchisors' product related support and franchisees' management of the store have not significant effects on the performance. Second, the performance of franchisees has positive effect on the recontract intention. Third, the moderating effect of CEO experience is only significant in the relationship between franchisors' training support and the performance. Based on the findings, this study suggest the importance of building a good brand image and superior training system for franchisors to improve mutual ongoing growth. Also, franchisors should determine whether nascent franchisee entrepreneurs have CEO experiences to further improve performance. If they do not have related experiences, both opening and ongoing training supports of franchisors and the efforts of franchisees towards learning are required. Finally, this study suggest that both franchisors and franchisees should accurately analyze the conditions of possible locations and establish strategies to select beneficial location before starting a franchise business.

주제어

질의응답

핵심어	질문	논문에서 추출한 답변
	국내 베이커리 프랜차이즈 산업의 성장에 따른 부작용은 무엇인가?	하지만 국내 베이커리 프랜차이즈 산업은 높은 성장 이면에 그에 따른 부작용도 발생하여 동반성장이라는 사회적 요구와 함께 큰 사회적 이슈가 되어 왔다. 즉, 선도업체인 2개 업체의 독과점 구도가 형성됨에 따라 가맹본부의 시장지배력이 강화되면서 본부와 가맹점 간의 갈등이 증가하였다(이진균외, 2013). 또한, 가맹점 포화로 인해 독립점 폐업률 증가뿐만 아니라 같은 브랜드 점포 간의 내부 경쟁이 심화되는 문제도 발생하고 있다.
	가맹사업 어떤 형태의 사업인가?	가맹사업은 가맹본부 (Franchisors)가 가맹점사업자 (Franchisee)와의 합법적인 계약관계를 통해 제품이나 서비스를 효율적으로 판매하고 비즈니스를 확장시키는 사업 형태로서(International Franchising Association 홈페이지), 우리나라에서는 프랜차이즈 사업으로 널리 알려져 있다.
	가맹본부의 가맹점에 대한 지원은 어떻게 이루어지는가?	가맹본부의 가맹점에 대한 지원은 다양한 형태로 이루어지는데, 가맹사업법에서는 영업표지 사용 허락, 경영 및 영업활동 등에 대한 지원, 교육, 그리고 통제를 수행해야 한다고 규정하고 있다. 이 중에서 영업표지의 사용은 프랜차이즈 사업형태에서 기본적인 사업 성립 조건이 되는 반면, 본부가 자율적으로 구성하여 수행하는 지원 중에서 실제로 가장 많이 이루어지는 서비스는 교육훈련이다.

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