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http://dx.doi.org/10.5392/JKCA.2020.20.04.159

An Analysis of the Efficiency and Determinants of Coffee Franchises that Use DEA  

Kim, Bo-Ram (한양대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.4, 2020 , pp. 159-168 More about this Journal
Abstract
This study aims to utilize DEA, analyze the efficiency of Korean coffee franchises, look into the factors that affect efficiency, and improve the efficiency of Korean coffee franchises. The main results of this study are as follows. First, according to CCR model standards, there are a total of 9 efficient coffee franchises and according to BCC model standards, there are a total of 12 efficient coffee franchises. A total of three of the inefficient DMUs were found to have a value of 1 for BCC, while the other 25 were found to be inefficient for both technology and scale. Second, of 28 franchises, 11 were analyzed to be decreasing return to scale and through future increased investments of optimum levels, business performance can be improved and efficiency can be enhanced. Analysis showed that 9 franchises appeared as CRS and it is most ideal to maintain the yield of future output elements at current levels and the work efficiency of 8 franchises in increasing returns to scale states expands as production scales increase according to specialization and role division and yield can relatively improve a lot. Third, the analysis of factors affecting the efficiency of franchises through the Tobit regression analysis showed that the number of franchises and operating periods had a positive (+) effect on efficiency. Based on this study, the efficiency of coffee franchises should be analyzed to establish strategies to maximize efficiency. Based on this study, the efficiency of coffee franchises should be analyzed to establish strategies to maximize efficiency.
Keywords
Franchise; Data Envelopment Analysis(DEA); Efficiency; Tobit Regression;
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