프랜차이즈 선택속성과 브랜드자산에 따른 예비창업자의 프랜차이즈 가맹계약의도

It is the intention of this study to identify critical factors in franchise brand selection attributes for prospective franchisees and analyse and evaluate a causal relationship among the 4 variables such as key selection attributes in choosing a franchise, brand equity associated with the franchise, and franchise trust and intention to commit to a contract. A survey for this study took place over three days from July 3rd to July 5th at the '2015 Daegu Start-up Exhibition' held at Daegu EXCO and out of 500 questionnaires distributed at the site, 450 were finally used for the statistical analysis. Some of the important findings from the analysis are as follows; Firstly, out of 4 variables in franchising selection attribute, all but management service variable was found to have no significant effect on a prospect's trust in a franchisor. Secondly, as competitions from franchisors to lure possible prospects continued to soar, mere brand image and management service were found to have no significant effect on the final franchise contract intention in the mind of possible prospects as differentiation and competitive edge were hard to find among franchisors. it is never too late to start building the public trust and therefore prospects to regain trust and strong bond between franchisors and franchisees. This study provides a basis for the core element in gaining a franchise contract from future franchisees and can aid further studies on franchisor and franchisee relationship.