프랜차이즈 본사의 수명주기와 가맹점주가 인식하는 수명주기 단계에 따른 지원업무의 중요도와 수행도 비교 연구

Importance and Performance of Franchisor's Support Services: A Comparison Based on Foodservice Franchisor and Franchisee's Life-Cycle Stage

Based on the franchiser life-cycle stage concept, this study was to investigate franchisor's optimal support services to franchisee. First, two types of life-cycle, franchisee's life-cycle perception on their own merchants and franchisor corporate's life-cycle stage based on their establishment year were considered. Then, the level of importance and performance of five different types of franchisor's support service(management support, education and menu support, promotion support, food material support) were examined according to the two types of life stage. Data were collected from 321 foodservice franchisees in Busan and Gyungnam Province from December 2006 to March 2007. Results showed that the franchisees' perceived life cycle were different from franchisors' life-cycle stage. Results also indicated that the level of importance and performance of franchisors' support services were partially different from those of franchisees'. Results from this study suggest that franchisors should provide appropriate support services according to the outlets' life-cycle.