Efficiency comparison of multiple brands within the same franchise: Data envelopment analysis approach |
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| Authors: | Eugene Y Roh Kyuwan Choi |
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| Institution: | 1. Department of Marketing and Hospitality Service Administration, College of Business, Central Michigan University, Mount Pleasant, MI 48859, United States;2. College of Hotel and Tourism Management, Kyung Hee University, Republic of Korea |
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| Abstract: | As the restaurant franchising industry increasingly diversifies its brands, it is pivotal for a firm to accurately assess the efficiency of brands within its franchise system. This research compares and contrasts the efficiency of different brands belonging to the same franchisor using data envelopment analysis (DEA). The sample was drawn from three brands that are in operation under the same restaurant franchisor. The results of the study showed that the efficiency of each establishment, as well as the brands, differed significantly from each other. |
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| Keywords: | Brand efficiency Franchise Chain restaurant DEA |
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