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본 연구는 외식프랜차이즈 본부의 지원서비스가 가맹점의 경영성과와 만족도에 어떠한 영향을 미치는가를 분석하여 외식프랜차이즈 본부의 성공적인 사업운영 및 프랜차이즈산업 발전에 중요한 시사점을 제공하는 것이 목적이다. 가설을 검증한 결과는 첫째, 가맹본부의 지원서비스에 대해서 가맹점특성에 따라 차이가 있는지에 대해서는 슈퍼바이저 운영에만 점포의 총 면적에 따라서 유의한 차이가 나타났으며, 경영성과와 만족도에 대해서는 의미 있는 관련성이 적은 것으로 나타났다. 둘째, 지원서비스가 경영성과에 미치는 영향에 대해서는 슈퍼바이저운영, 마케팅지원, 신 메뉴개발 모두 경영성과에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 파악되었다. 셋째, 가맹본부의 지원서비스가 가맹점만족에 미치는 영향에 대해서는 슈퍼바이저운영, 마케팅지원, 신 메뉴개발 모두 가맹점만족에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 파악되었다. 따라서 가맹점 매출증대를 위한 체계적인 매장관리 및 운영지원, 문제점 체크, 보완사항 등을 접수하여 수시로 반영하고, 철저한 매뉴얼 관리를 통해 매장효율성 증대를 지원할 수 있는 슈퍼바이저시스템이 필요하다. 또한 변화하는 경영환경과 고객의 니즈와 욕구를 파악하여 시장점유율과 잠재고객을 확보하여 가맹점 매출증대에 노력해야 하며, 브랜드이미지 확대를 위해 신문, 방송, 라디오, 온라인 등 대중매체를 이용한 홍보나 광고를 통해 직․간접적으로 가맹점에 도움이 될 수 있도록 본사는 지속적이고 차별화된 다양한 마케팅활동을 지원해야 한다. 또한 가맹본부는 객 단가, 고객 층, 경쟁점포 등 사전분석을 통해 고객에게 제공할 아이템, 식자재의 시장조건, 조리방식, 서비스방식, 판매가격, 변화하는 트렌드, 소비동향과 기호, 계절적인 요인 등을 고려한 메뉴개발을 통해 가맹점의 지속적인 영업활동과 수익 창출에 기여할 수 있도록 지원해야 한다. 가맹점들의 지속적인 이익실현은 프랜차이즈 사업의 최대 관건이며, 가맹점에 대한 계속적인 지원정도가 많을수록 가맹점의 성공가능성은 높아진다.


The common practice of supports provided to the franchisee by the franchiser is mostly focused on such activities as menu development, provision of interior concept and goods supplies while giving less emphasis on detailed operational guidance. It is important that a structured operational system is established to pursue successful long-term franchise business objectives. Accordingly the purpose of this thesis is to in and out key factors for the successful franchise business through the study of franchise food service industry by finding out the differences among franchisees resulting from supports level, business performance and franchisee satisfaction and by analyzing the impacts of performance and satisfaction by the supports from the franchiser. To achieve the objective of this study pre-studies of related areas including supervisor, marketing support, menu development, business performance and satisfaction were examined and actual verification analysis was implemented. Through the actual analysis process reliabilities of each concepts were verified and a regression analysis was adopted for the assumption verification. As a result the key findings are as follows: Firstly, an attempt was made to see any difference among franchisee characteristics due to supports by the franchiser. This revealed that meaningful result was found supervisor support vis-a-vis shop floor size while there was little meaning regarding business performance and satisfaction level. Secondly, an attempt was made to find out impacts of franchiser's supports on business performance. This test revealed that there are statistically positive meanings in all areas including supervisor supports, marketing support and menu developments. Thirdly regarding the impacts of supporting services by the franchisers to the franchisees satisfaction it was found out that there were statistically positive meanings in all area including supervisor supports, marketing supports and menu development. Accordingly the implication of this study can be summarized as below:Firstly, supervisors' support by the franchisor is needed who can increase the effectiveness of the shop through systematic management and operational service by managing the problems and fixing the flaws in business management. To this end the franchisor needs to recruit and train the experienced and professional supervisors and establish compensation and incentive systems to keep the motivation of the supervisors. Secondly the franchisees will have to be classified considering external factors such as competition. traffic condition, changes in target customer and internal factors such as changes in related parties and employees, price changes, promotional activities and CRM etc. Based on this classification responding strategy can be implemented. By exploring the changing customer needs the franchisor should use mass media as newspaper, broadcast and on-line media. Thirdly, menu development which is considered to be one of the most important factors or the performance and satisfaction is the key to managing and controlling the food service business. The franchisor should develop menu by reflecting food item, market conditions of raw materials, cooking methods, service way, selling price, changing trend, consumption trend and seasonal considerations through analysis of selling price per customer, customer level and competitions. Also the purpose of menu development should be clarified if the purpose sevres frequency of the visits, increase of new customers, growth of sales, reduction of production et. The realization of sustained profit of franchisee is the most important key to the success of the business and the more support on the part of franchisor increases the probability franchisee success. It is important to understand that the success of franchiser is defendant on the success of franchisee and therefore the franchiser should try to obtain the win-win results between the two parties by managing the post-agreement situation carefully.