가맹본부의 특성이 가맹 브랜드의 생존에 미치는 영향:업종별 사업기간, 규모의 조절효과

The purpose of this study is to analyze how the characteristics of the franchisor affect the survival of the franchise brand. Previous studies did not consider the influence of strategic variables on the survival of the franchise brand, depending on the industry, age or size of the franchisor. In this study, therefore, the logistic regression using Johnson-Nayman technique was analyzed to determine whether the characteristics of the franchisor differ on the survival of the franchise brand by moderating the age and size of the business. First, logistic regression was performed in the same way as in previous studies to check the impact of each variable on the survival of the franchise brand. The analysis shows that the longer the business period, the more stores the more likely it is to survive. Through this process, it was confirmed that the variables that most affect the viability of the franchise brand are the age of the business and the size of stores. Next, logistic regression with moderator variables was performed to see that the effect of the independent variable on the viability depends on the difference between the three variables, including the industry. As a result of the analysis of the service industry, the age was classified as 0 ~ 4 years in the early stage, 4 ~ 7.9 years in the middle stage, and more than 7.9 years in the late stage. The size was classified as less than 166 as small, 166 ~ 491 as medium , and 491 as large. There are no variables that show significant moderating effect of the age. The moderating effect of the size on protection of business area is significant. According to the analysis of the retail industry, the age was classified as 0 ~ 4.8 years in the early stage, 4.8 ~ 9.9 years in the middle stage, and more than 9.9 years in the late stage. The size was classified as less than 180 as small, 180 ~ 657 as medium , and 657 as large. The moderating effect of the business age on the ratio of advertising expenses is significant. The moderating effect of the size of business on the promotion cost and loyalty is significant. The longer the business period was, the more likely it was to look like the following. First, in the case of restaurant business, the ratio of direct-stores and royalties have a positive effect on the survival possibility, a negative impact on advertising costs, and a negative impact on the protection of business areas. In the case of the service industry, the proportion of direct-stores has a positive effect on the survival possibility. In the case of retail, the positive impact of advertising costs increased, the positive impact of initial investment declined, while the negative impact of royalties decreased. Meanwhile, as the size of the industry increased, the more likely it was to look like the following. In the restaurant business, the ratio of direct-stores, advertising costs, protection of business areas, and royalties have had a negative impact on the survival possibility. There was no significant effect on the service industry. In the case of retail, the positive effect of the initial investment cost and the advertising cost on survival has increased, but the negative effect of royalties has also increased. In the early stage of the age, it was confirmed that growth at the direct-stores could have a negative impact on survival because the number of franchise-stores would have to be expanded rapidly to accommodate large-scale stores. In other words, direct-stores is more costly than expansion through franchise stores, which has a negative impact on survival. Therefore, franchise-centered growth is appropriate for early expansion. In the case of service, the longer the business period and the bigger the scale, the higher the probability of survival of the affiliated brands. Because of the nature of the service, employees are very involved in the production and provision process, and even if the same service is provided, it is very difficult to standardize because the difference in quality is likely to occur depending on the person providing the service. Especially, as the size of affiliated brands increases, quality control can become difficult. In this case, the franchise headquarters can provide the empirical basis that can be provided to the franchisee, and it can be concluded that the above results are obtained because the retail store where the new franchisee can utilize it as the training and training place becomes very important. Also, if the initial size of the business is small, it is more appropriate to invest more in expanding the franchise rather than making a lot of investment. It did not have a significant impact on survival even at the initial small scale of the project and could not be said to have a positive effect on survival even if the project duration was kept small. This is because the franchise headquarters can get more profit through more franchise stores when the business area is not protected, and the motivation of the franchisee to succeed is intensified because of the fierce competition of the franchisees. On the other hand, it was found that imposing royalties on a large scale at the beginning of the project lowers the possibility of survival. In addition, the highly accomplished and successful franchisor tend to have more than one franchise. At this time, even though the first one was successful, the second or third one was successful and looked at what the survival period was. The analysis showed that the survival period was not consistent as companies owned the same brand. In particular, when a company has multiple brands, the later a brand it has, the less time it has to survive. The implications of this study are as follows. First, it is necessary to interpret the results of the study by considering the age, size, and type of business. The relationship between general variables is not practically applicable, and can lead to scholarly errors. Secondly, in analyzing the effect of franchise brand on survival, based on the results of division according to age, size, and type of business, franchise headquarters should identify various factors when establishing franchise brand survival strategy. For example, in the early stage of a business, it is necessary to reduce support to franchisees to a minimum and to focus on expansion of franchisees. In the case of service companies, the strategy of increasing the number of retail stores should be used because the importance of direct stores increases as business expands . In addition, it can be used as a resource for more reasonable judgment considering various factors when investing in affiliated businesses. On the other hand, this study can be utilized in policy aspect. Currently, the government is implementing various policies such as supporting promising brands and selecting excellent brands in order to activate the franchise brand. When these policies are implemented, it is necessary to develop a support system that can strengthen competitiveness through appropriate policies considering business period, size and industry. For example, a new franchise brand should provide a platform for growth in order to achieve economies of scale, and a brand that has already achieved sufficient growth should be able to identify the characteristics of the business and continue to develop it. In addition, the criterion for evaluating excellent franchise brands can be helped to be guided by what kind of strategy should be implemented for strengthening business through detailed evaluation criteria considering period, size and industry.