체인본부 통제, 가맹점주 특성과 프랜차이즈 비전 및 성과간 관계에 관한 연구 -중국 프랜차이즈 사례를 중심으로-

The Chinese franchise industry is growing rapidly. And Korean companies are increasing their presence. However, the risk of companies hoping to enter China still exists, and the failure rate is also increasing. This is due to the lack of research on factors such as chain headquarters and franchisees’ conflict and transaction satisfaction to improve performance within the Chinese franchise system, and the chain headquarters’ vision and influence to improve transaction satisfaction and confidence of franchisees. The purpose of this research is to examine the satisfaction of transactions between the chain headquarters and franchisees to maximize performance between the franchisees. It also looks at the vision of the chain headquarters, the relationship of transaction satisfaction, the vision of the chain headquarters and the relationship of influencing factors. As a result of this study, we found that the level of chain headquarters control, the degree of duty recognition of franchisees, and the efforts of franchisees all affect the vision of the chain headquarters. Second, we could see that the vision of the chain headquarters, the level of control of the chain headquarters, and the efforts of the franchisees to influence the satisfaction of the chain headquarters were all statistically significant. Finally, the relationship between the performance of the chain headquarters and the satisfaction of the chain headquarters transaction was also significant. Therefore, in order to maximize the performance of the franchise system in China, the level of chain headquarters control over the vision of the chain headquarters, the degree of mandatory recognition of franchisees, and the efforts of franchisees should be accompanied. It was also seen that transaction satisfaction levels should be raised through clear message delivery of the chain headquarters vision.