프랜차이즈 커피전문점의 상가 입지요인 분석 연구 - 부산지역을 중심으로 -

Abstract

This study aims to enhance the management performance of franchise coffee shops, among food serviceindustry where entrepreneurship fever is strong in line with social change and trend, by analyzing locationfactors for the commercial district of the franchise coffee shops. It explores the current status of franchisecoffee shops located in Busan area and selected location factors which fit for franchise coffee shops byclassifying upper class and its segmented classes through the investigation on preceding researches. Thesignificance of these upper and its segmented location factors is analyzed through Analytic HierarchyProcess AHP. The result of AHP analysis based on questionnaire survey on experts, franchisee and general customersrelated to franchise coffee shops shows that the relative important locations factors are in the order ofapproachability, marketability, competitiveness, economic efficiency, visibility and demographiccharacteristics of the located region. In summary, in selecting the location of franchise coffee shops,approachability is the top priority to consider, particularly road conditions and vicinity of roads. In addition, other important factors includes whether the location has densely packed surroundingcommercial facilities, whether commercial facilities are compressed and bustling and whether it has plentyof floating population. Careful consideration of these factors will prove to be a great help for franchisecoffee shops to avoid suffering from future management difficulty and will help boost the managementperformance of the coffee shops.