유통점포의 효율성 결정요인에 관한 연구 : A사 패션 소매유통점을 중심으로

Efficiency was measured for fashion retail stores and the determinants influencing it were analyzed. From 2017 to 2019, 104 street agencies of fashion company A were targeted. For efficiency analysis, the DEA model was used. Input variables were rent, the number of employees, and the number of brand stores, and the output variables were sales and the number of customers. Factors affecting the efficiency were analyzed using the tobit regression model. Dependent variables were technological efficiency (TE), pure technology efficiency (PTE), and scale efficiency (SE), and independent variables were classified into location characteristics, store characteristics, and store owner characteristics. Location characteristics were set as population density, target age floating population ratio, number of competing brands, store characteristics as area and front length, and store owner characteristics as operating period and store owner competency. AS a result of the analysis, the target age floating population ratio, the number of competing brands, area, front length, and store owner competency affect efficiency. Specifically, the higher the ratio of the target age floating population and the smaller the number of competing brands, the larger the store area and the longer the front length, the higher the pure technology efficiency (PTE). The larger the store area, the lower the pure technology efficiency (PTE), but the higher the scale efficiency (SE). All efficiencies are high when the owner’s competency is high. This study analyzed the efficiency and identified the determinants of fashion retail stores, which had not been studied so far. This has academic significance as it expands the scope of retail efficiency research. Based on the analysis results, practical implications were provided to help improve the efficiency of individual branches.