외식 프랜차이즈 브랜드와 가맹점의 효율성 분석

Efficiency Analysis for Brand of Franchise Restaurant and Franchisees: by Applying Data Envelopment Analysis(DEA)

This paper aims to go beyond the traditional evaluation of productivity and utilize the Data Envelopment Analysis (DEA) model for productivity, which is more suitable for the examination of dining franchise brands and their franchisees. The result of applying DEA revealed relatively efficient brands and franchisees. This provides a vital viewpoint for new corporate strategy as well as industry strategy. Furthermore, through the differences between the traditional productivity models and the DEA model, it was possible to verify the superiority of the new evaluation matrix. The results from the analysis of evidence from this study are as follows: 1) Highly productive brands were identified by using the DEA. The most productive brand was A. The absolute revenue and net profit of brand A were relatively low compared to other brands but the DEA revealed that brand A’s productivity was significantly higher than the other brands. 2) A difference exists between the results from previous methods of productivity evaluation and the results from DEA. The franchise with the highest revenue was not ranked as #1in terms of efficiency nor was the franchise with the highest net profit. 3) It was discovered that the DEA was highly effective, with respect to efficiency, when being applied to analyze franchise restaurant industry.