피자 프랜차이즈 가맹본부의 운영 효율성 측정 및 효율성 변동 요인에 관한 연구

This study measured the operational efficiency of thirteen pizza franchisers under constant return-to-scale (CRS) and variable return-to-scale (VRS) assumption using the data envelopment analysis. Additionally, this study employed the bootstrapped truncated regression to analyze the effect of environmental variables such as franchisor’s financial stabilization, franchisee’s profitability, franchisor’s management, and franchisee growth rate on operational efficiency for the pizza franchise. Most of the previous studies on franchise efficiency were based on measuring the efficiency among franchisees rather than on the franchisor, whereas this study focused on franchisor which is the franchisee's headquarters and measured the operational efficiency of the pizza franchisor. Furthermore, this study identified the determinants of operational inefficiency. Considering the effects of four explanatory variables on overall franchisor efficiency, franchisor’s financial stabilization, franchisee’s profitability and franchisor’s management have a positive and statistically significant effect on pizza franchisor efficiency. This study suggests strategic operational plans to cope with the fluctuations in the internal and external environment and identify best-practice franchisor that others can emulate. Furthermore, the results of this study may help franchise practitioners to understand the franchise environment from an operator's perspective, and to offer strategic initiatives for efficient operation management.