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

Lee Dong-cheul; Chong，Yu-kyeong

Journal of Tourism Sciences

Abbr : JTS
2011, 35(3), pp.155-175
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Lee Dong-cheul ¹, Chong，Yu-kyeong ²

¹세종대학교
²세종대학교

ABSTRACT

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.
KEYWORDS

Franchisor's life cycle, Franchisee's life cycle, Supporting work
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