The Influence of Franchisors' Supportive Activities on Franchisees' Loyalty and Performance in the Franchised Restaurants

외식산업에서의 가맹본부의 지원이 가맹점 충성도 및 성과에 미치는 영향

  • 박주영 (숭실대학교 벤처중소기업학부) ;
  • 노기엽 (숭실대학교 대학원 벤처중소기업학과) ;
  • 최자영 (숭실대학교 벤처중소기업학부)
  • Published : 2008.06.30

Abstract

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.

Keywords

franchisee loyalty;supportive activities;perceived performance