우리나라 치킨 프랜차이즈 브랜드의 경영효율성 분석

The purpose of this study is to measure the managerial efficiency for 68 Korean chicken-franchising brands by DEA (Data Envelopment Analysis) in 2015-2018. The study also examines how the micro and macro (environmental) -variables such as average sales, opening cost index, number of franchisees, total assets, minimum wage level, self-employment ratio, GDP per capita, and a dummy variable whether the company-operated stores owned by the franchise brands affect the level of efficiency using a Censored-Tobit regression analysis. As a result, the findings include that first, the franchise brands with the highest average efficiency are ‘Toreore’ (0.963) and ‘Hoshikitumari’ (0.960). Second, a censored-Tobit regression analysis showed that the higher the average sales of franchisees and the larger the total assets of the brands, the higher the efficiency of the brands. Third, opening cost index of the franchisees had a negative relationship with TE (Technical Efficiency), while the number of franchisees also had a negative relationship with SE (Scale Efficiency). In addition, it is a striking result found and also a prospective policy issue for chicken-franchising enterprises that the existence of the company-operated stores affects TE and PTE (Pure Technical Efficiency) in a negative way.