In this study, the determinants of the retail’s goodwill were analyzed through regression analysis and analyzed the satisfaction of the determinants of the retail’s goodwill and the will to operate continuously through the structural equation analysis. Through this, alternatives to the system for the assessment of the retail’s goodwill improvement was suggested.
First, it is proved that location factors have the strongest positive correlation, cost factors have negative correlation, and business factors have positive correlation with the retail’s goodwill. Also building factors have no significant correlation with the retail’s goodwill. This means that the higher the market position and operating environment and the lower the cost, the higher the retail’s goodwill. Analyzing variables by factor, a positive correlation between the retail’s goodwill per ㎡ and the total deposit amount, total monthly sales, individual land price, and franchise has been proven. Also a negative correlation between the retail’s goodwill per ㎡ and the rental area, monthly rent fee, and distance to the subway station has been proven. Based on the correlation with specific variables, it is found that there is the highest positive correlation with the total deposit amount of +0.294 and the highest negative correlation with the rental area of ?0.256. In other words, the higher the total deposit amount, the higher the price per ㎡ and the greater the rental area, the lower the price per ㎡. These analysis on the determinants of the retail’s goodwill is reconstructed the first floor shopping mall case from the market survey of 2018 in the Seoul metropolitan area. According to this, averagely the retail’s goodwill of station influence area in Seoul is 1,365,848 Won per ㎡, and more than 96.6% of them constitutes the retail’s goodwill less than 3,600,000 Won per ㎡. It is an asymmetric distribution.
Second, in the analysis of the effect on the renter''s satisfaction with the determinant of the retail’s goodwill of interest the cost factors and operating factors have positive effect on current satisfaction and all of the above factors have significant effect to persistent business will. But location factors and operating factors have negative effect on persistent business will and it means that the better location factors and operating factors, the higher intention to transfer goodwill. This indicates that the location, operating and cost factors of the merchant interest rate determinants affect satisfaction, and that high satisfaction does not necessarily mean that there is a continuing intention of doing so. Looking at the specific parameters, location factors’ variate is well explained with the density of similar shopping mall, a floating population, distance to the subway station, and main road folding. And exclusive area, total floor area, the age of the building, the total number of floor explain building factors’ variate well. Also interior, advertising website and SNS promotion, sales policy, additional services, and already-paid retail’s goodwill explain cost factors’ variate and additional service, business diversification, manufacturing secret, experience for similar business, duration of business, the quantity and quality of regular customers, and sales explain well the variate of operating factors. Current satisfaction doesn’t have a significant effect on persistent business will. The questionnaire on the satisfaction of the determinants of the retail’s goodwill is based on the questionnaire survey conducted on the first floor commercial tenant in the metropolitan area between January and March 2019.
Lastly, for supplementation of retail’s goodwill system, actual transaction reporting system is suggested. By introducing a real transaction report system of retail’s goodwill, the retail’s goodwill can be evaluated more arbitrarily by prioritizing the transaction case comparison method based on actual transaction cases.
Drawing up the implication based on the above research, as a result of the continuous revision of the Commercial Building tenants Protection Act, protection of the tenant is becoming enhanced, but the number of dispute about the retail’s goodwill is increasing. This study gave shape to the factors affecting the retail’s goodwill, the effect of these factors on the tenant''s satisfaction with the determinant of the retail’s goodwill to charge was analyzed. Also, by proposing to report the actual transaction of the merchant''s rights, it would be help for the parties involved in the transfer of rights and persons in the related businesso evaluate or decide the price involved in retail’s goodwill.