Franchisees' Perception of Environment Dynamics and Franchisors' Market Orientation and Transaction Relationship - Focused on Franchisee's Territory and Category of Business -

프랜차이지의 환경 동태성과 프랜차이저의 시장 지향성 및 거래 관계에 대한 인식 - 프랜차이지의 지역과 업태를 중심으로 -

Despite the recent increase in the prevalence of the franchise system in the foodservivce industry is increased recently, the its variation the exigencies of the industry itself requires that franchise systems to be fully equipped with various a variety of business strategies which is indispensable to run franchise system. In the previous studies, most the majority of researchers have been likely to gathered samples from only one region, or all from a similar type of business. However, considering the difference between Seoul and other areas or categories of business type, there could be may be differences different with in these conditions (market orientation, transaction specific assets, environmental dynamic, and trust and trust). Therefore, the principal objective of this study aims was to verify the differences among areas and categories of franchise business. The results of this article are as follows : the variables of customer orientation, competitor orientation, environmental dynamics, and trust and transaction- specific assets show evidence regional differences (p<0.01), and these variables are differ significantly different by category of business (p<0.05). However, the present paper is limited in its scope. Further studies on into different largesclae assessments are needed required.