외식산업에서의 가맹본부의 지원이 가맹점 충성도 및 성과에 미치는 영향

This study investigated how the franchisor`s supportive activities influence the franchisee`s loyalty and consequently their perceived performance in the franchised restaurants. The study found that the franchisor could increase the franchisee`s loyalty through supportive activities and the franchise performance in results. However, the franchisor`s advertising and promotion supports did not influence the franchisee`s loyalty increase, but increase the franchisee`s perceived performance in summary, supportive activities such as efficient franchise system and advisory activities could be a starting point towards high franchise performance.