베이커리 運營形態에 따른 프랜차이즈 關係屬性 差異에 관한 硏究

This study aimed to propose direction to development of franchise and to provide appraisal standards for relationships between franchiser and franchisee by examining differences in relational attributes between franchiser and franchisee according to relationships between franchiser and franchisee. Reputation of franchiser, support of franchiser,communication and relationship rules regarding relational attributes of franchise bakery and differences in operational types were analyzed for this study. This study revealed that franchisee with operation experience of 3~4 years considered ‘support of franchiser’ as important and franchisee that had monthly average sales of 30million won considered ‘reputation of franchiser’ and ‘support of franchiser’ as important. Suggestions of this study are as follows. Franchiser should make an effort to improve ‘reputation of franchiser’ ‘support of franchiser’ and ‘communication’ that franchisees consider important. As franchisee acts as purchaser and franchiser acts as supplier,franchisee prefers a franchiser that shows cooperative attitude and quickly respond to the request of franchisee. Therefore, it is necessary to establish communication network for quick and smooth communication.