캐주얼웨어 대리점의 경영성과에 영향을 미치는 요인

The main purpose of this study was to investigate factors affecting performance of casual wear franchise stores including franchiser support and social network between owners/managers. The study included the franchise stores of 55 casual wear brands located in Seoul, Incheon and Gyeonggi-do. In each store, one manager, owner or staff member with management responsibility was asked to fill out a questionnaire. A total of 184 questionnaires were collected with 165 used in the final analysis. The results showed that franchiser support consisted of educational support,marketing support and customer support. Path analysis indicated that only the educational support had a significant influence on the franchiser-franchise relationship, and in turn, the franchiser-franchise relationship positively influenced customer performance. Marketing support did not have a significant influence on the franchiser-franchise relationship,but did demonstrate a direct influence on customer performance. Social networks positively influenced customer performance, and there was significant a correlation between regions and social networks on customer performance. Sales performance was significantly influenced by customer performance.