헤어미용 종사자의 내부마케팅과 직무만족이 이직의도에 미치는 영향

A Study of Effects of Internal Marketing and Job Satisfaction on Turnover Intention in Hair Beauty Salon Employees

This study aimed to determine how internal marketing and job satisfaction are related with turnover intention in hair beauty salon workers. For this, data was collected using a questionnaire, and a total of 473 copies were used in the final analysis. The collected data was analyzed using SPSS for Windows 20.0, and frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were conducted. The study results found the following: First, internal marketing was divided into authority delegation, internal communication, compensation, and education and training job satisfaction was classified into job, pay satisfaction, peer relation, honor recognition, and technology improvement. Internal marketing had a significantly negative effect on turnover intention. Second, internal marketing had a significantly positive effect on job satisfaction. Third, job satisfaction had a significantly negative effect on turnover intention. Based on the above results, it was confirmed that internal marketing and job satisfaction in hair beauty salon employees have an effect on turnover intention. In addition, it was concluded that it is important to enhance job satisfaction to decrease turnover intention considering the service-oriented characteristics of the beauty industry. It was also discovered that internal marketing is a critical factor for this.