단일점포 가맹점과 다점포 가맹점 경영형태비교 연구 -한국 외식 프랜차이즈 중심으로-

The Multi Unit Franchising(MUF) is well established in developed countries, while Single Unit Franchising(SUF) is more popular in developing countries including Korea. The objective of this study is to investigate the differences between SUF and MUF in the areas of operational performance and relationship quality in restaurant franchising industry in Korea. The study shows ⓐMUF in Korea is in very early stage at the moment, ⓑthe number of total franchising units are higher with more years of headquarter experiences, ⓒMUF shows superior operational know how and participated more actively in daily business operation, ⓓMUF also shows higher trust level and better conflict resolution with headquarter than SUF, and ⓔMUF shows higher degree of franchising membership retention. This paper concludes MUF is a superior franchising system, which can be adopted for the restaurant franchising industries in Korea, in consideration of business growth opportunities, better relationship quality, and easier conflict resolution management with headquarter.