프랜차이즈 성과의 결정 변수

This study attempted to find the determinants of the performance of franchisee performance and satisfaction. The study found that performance-oriented entrepreneurs had better entrepreneurial disposition. The study also found that the franchisees` entrepreneurial disposition influences a positive effect on their performance. The franchisor`s marketing competence play a very important role in the franchisees` performance and high-performing franchisees are satisfied with the franchisor. These result show that the marketing competence of a franchisor is very important to increase the performance of its franchisee. It is suggested that future study has to research to increase the marketing competence of a franchisor and its performance with considering this result.