프랜차이즈 가맹점의 성과 결정요인에 관한 연구: -베이커리를 중심으로-

The purpose of this study was to identify the performance determinant factors and the satisfaction reinforcement factors of the franchise stores through an empirical investigation. First of all, this study focused on a conceptual model for franchisee’s recontract intention and developed a causal model dealing with store performance, franchisee’s satisfaction and recontract intention.The results of the statistical analysis were as follows. First, the recontract intention is influenced by franchisee’s satisfaction and performance. Second, the store performance was related with franchisee characteristics and franchisor characteristics. Third, the franchisee’s satisfaction was related with franchisor’s business support activities, franchisor’s logistics support activities, frnachisee’s characteristics and performance. Mostly, the results supported the past research. However, this study proposed an integrated causal model and tested the model empirically.