부동산 포털서비스 가맹업체의 성과측정모형 개발에 관한 실증연구 - Balanced Score Cadrd 기법의 적용

Performance Evaluation Model for Franchised Real Estate Brokerage Houses Using Balanced Score Card Methodology

&nbsp;&nbsp;1. CONTENTS<BR>&nbsp;&nbsp;(1) RESEARCH OBJECTIVES<BR>&nbsp;&nbsp;The purpose of this research is to develop a franchisee&quot;s performance evaluation model of real estate internet portal services and to identify causal relationships among model variables.<BR>&nbsp;&nbsp;(2) RESEARCH METHOD<BR>&nbsp;&nbsp;In this study. Balanced Score Card(BSC) method, emerged as more general, appropriate methodology in evaluating a firm, is introduced to develop the model and model hypotheses are suggested. For the empirical analysis, factor analysis and regression analysis are applied to test hypotheses using the questionnaire data collected from franchised real estate brokers.<BR>&nbsp;&nbsp;(3) RESEARCH RESULTS<BR>&nbsp;&nbsp;The results show that the application of BSC method in evaluating the real estate brokerage is relevant and model variables derived from 4 BSC perspectives are to be appropriate. It also shows that there are some causal relationship between key variables.<BR>&nbsp;&nbsp;2. RESULTS<BR>&nbsp;&nbsp;This paper is considered as the first attempt to evaluate real estate brokerage using well-known BSC method. Even though some research limitation and further research needs, it can contribute real estate academics and suggest some guidelines for practitioners.