가맹사업 동기와 업종에 따른 점포운영특성, 관계특성, 성과 차이에 관한 연구

This Study is to research and analyze the difference by operation style, relation character, and business outcome in terms of franchise motivation and business category. The franchise motivations were identified by five groups；‘Livelihood’, ‘Risk-taking’, ‘Risk-averting’, ‘Livelihood and Risk-taking’, ‘Livelihood and Risk-averting’ and franchise business categories were identified by three categories that are based on the registered official written information according to FTC(Fair Trade Commission)；Restaurants, Services, Wholesaling/Retailing. The results of analysis for research are the following；1. From franchise motivation standpoint, operation style had the differences between five groups excluded with loyalty payment terms. 2. From the relation with franchisor standpoint, the group who chose both ‘Livelihood and Risk-taking’ were highest in data pool. 3. From business outcome standpoint, the group who chose ‘Livelihood’ for franchise was highest business outcome, whereas the group who chose both ‘Livelihood and Risk-averting’ was lowest. 4. According to franchise business category, services were lowest in all three areas(operation style, relation character, and business outcome), wholesaling/retailing’s business outcome was highest in operation style and relation character areas, and restaurants was highest in business outcome area. Therefore, to help franchisor identify the right franchisee, it can be concluded that the appraisal manners will be implemented flexibly by the relative importance or the required level of the single line criteria in terms of franchise business characters and objectives.