미용서비스조직의 내부마케팅 속성과 업무성과와의 관계

A Study of the Relationship Between Internal Marketing Activities and Work Performance in Hair Salon -Focus on Hair Designers and Their Assistants-

The purposes of this study were to verify the effects of internal marketing activities and how they impact the organizational performance of hair designers and assistants. To this end, a questionnaire was given to 371 employees of hair salons (hair designers and assistants). The data were analyzed by structure equation modeling of the Amos 18.0 and SPSS 18.0 programs. The results of this study were summarized as follows: First, for hair designers, ‘education training’ and ‘reward system’ variables had positive effects on job satisfaction. Second, for assistants, the ‘communication’ variable had a positive effect on job satisfaction. Third, job satisfaction related positively to consumer orientation for both hair designers and their assistants.