의사결정나무모형을 이용한 레스토랑 프랜차이즈 가맹자의 선택요인에 관한 연구

This study surveyed restaurant franchisees' selection factors in determining their franchisors. In particular, it is fundamental research on marketing support system in a broad sense, using a datamining technique which helps to obtain and apply only simple customer information to conduct more efficient and scientific marketing activities.The study results can be summarized as below.First, the study indicates that target customers, a motive to choose a franchise, average monthly sales, social experience before a franchise business, marital status, and age have an important impact on the selection of industries. Second, it shows that preferences for franchises came out differently, depending on people who influenced franchise startup, operation period, marital status, average monthly sales, and a motive to choose a franchise. Third, satisfaction levels for franchises appeared differently based on people who influenced franchise startup, average monthly sales, operation period, and total investment. Lastly, it is recognized that the study should have included far more subjects for a survey to maximize the effectiveness of the data acquired through datamining but it was limited to a metropolitan area for convenience's sake; therefore, there should be nationwide research in the future.