프랜차이즈중개업의 성과결정요인

프랜차이즈 부동산중개업의 성과에 영향을 미치는 요인을 분석했다.

This study is to examine variables influencing on the performance of franchise brokerage, and analyze how variables influence on sales performance. And an actual survey was performed to develop an integrated model that can use the variables for the efficient management of franchise brokerage.

A theoretical study based on reference data proceeded as following sequences: select variables that are most importantly regarded among various factors influencing on the performance of franchise brokerage, classify independent variables of selected variables into four characteristics such as franchises, headquarter, competition, and relationship, establish a model based on dependent variables, and analyze how factors of determination of the performance of franchise brokerage influence on monthly sales revenue.

The analysis results show that competition characteristics and headquarter characteristics were the most important variables, and followed by relationship characteristics and franchise characteristics according to corresponding variables. This studys results can be summarized as follows: franchises financial abilities and locations, business support by the headquarter, inter-franchise competition and inter-brokers competition, and partnership mainly influence on the performance of franchise brokerage.

Accordingly, to improve the management performance of franchise brokerage, first of all the franchises headquarter in good partnership with franchises should be selected, therefore the commission will be increased. And the sufficient fund will need to be invested where there is no competition and are good geographical conditions.