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KMID : 1159320220240040425
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Korean Journal of Vision Science
2022 Volume.24 No. 4 p.425 ~ p.433
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A Study on the Success Factors of Glasses Franchise
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Hong Sung-Jin
Cho Yeong-Suk
Park Hyung-Min
Park Hyung-Min
Jung Ji-Won
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Abstract
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Purpose : The purpose of this study is to systematically analyze the effect of operation and management factors of optical shops on customer satisfaction, franchise head office satisfaction, and business performance targeting.
Methods : Specifically, based on the results of the survey, a total of 258 survey data collected from owners of an optical shop across the country from May 12 to 28, 2021 were applied.
Results : Regardless of the type of optical shops (large brand, small and medium sized brand, general optical shops), it was found that all optical shops commonly recognized customer management as an important success factor. As for the management performance factors of optical shops by type, 'customer satisfaction' was high overall, but 'sales performance' was low.
Statistically, there was a significant difference between the groups at the p<0.010 level in 'Satisfaction level with franchisees', 'Sales performance' and 'Number of customers'. Finally, as a result of analyzing the operation and management success factors for each glasses franchise brand, it was confirmed that there are differences in the success factors of optical shops for each brand. In particular, large A brands were found to be far superior in affiliated headquarters training and affiliated headquarters support management.
Conclusion : As a result of this study, it is thought that large brand optical shops emphasize brand image and prefer optician expertise and excellent shop locations with good accessibility, while small and medium sized brands recognize marketing capabilities as the most important success factor.
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KEYWORD
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Franchise, Large brand, Management Performance, Optician, Success Factor
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