미용실 종사자의 내부마케팅과 직무만족이 고객지향성에 미치는 영향

A Study of Effects of Beauty Salon Employees' Internal Marketing and Job Satisfaction on Customer Orientation

This study aimed to investigate beauty salon employees' internal marketing, job satisfaction and customer orientation levels and make fundamental changes in customer orientation by maximizing job satisfaction. For this, a questionnaire was distributed to young women in their 20s and 30s in Gwangju Metropolitan City, and a total of 473 copies were collected and used for final analysis. For data analysis, SPSS (for windows 20.0) was used, and frequency analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. The study results found the following: First, internal marketing was divided into the delegation of authority, internal communication, compensation and education & training while job satisfaction was classified into job, wage satisfaction, peer relationship, honor recognition and technical improvement. In addition, customer orientation was categorized into three factors: satisfaction of customer needs, desire to provide service and investigation of customer needs. Overall, internal marketing had a significantly positive effect on customer orientation. Second, internal marketing had a significantly positive effect on job satisfaction. Third, job satisfaction had a significantly positive effect on customer orientation. This study is meaningful in that the results may contribute to the development of infrastructure for the cosmetology industry by prompting interest on the part of beauty salon owners and help them realize the importance of internal marketing.