공유형 미용실의 인식이 근무환경과 이직의도에 미치는 영향

Impact of Shared Hair Salon Perception on Work Environment and Turnover Intention

Recently, a new service type ‘shared beauty salon’ has emerged in domestic beauty salons. A shared beauty salon refers to a shared service in which an owner operates a beauty salon and leases space and facilities to hairdressers. Under this new service, multiple hairstylists share the space and use hairdressing facilities by paying a rent. This study attempted to investigate the awareness and perception of the newly rising shared beauty salon against hairdressers and examine a plan for such shared beauty salons to grow in domestic hairdressing industry. Based on the results of the questionnaire survey and previous studies, a way to check the growth potential of a shared beauty salon was examined. In other words, it is needed to develop an effective marketing strategy which can improve the awareness of a shared beauty salon and improve laws and regulations to maintain cooperatives after listing hairdressers as members for the purpose of keeping the cooperatives. In addition, it is desirable to provide a matching service which connects people who is intended to join a shared beauty salon and help hairdressers seeking a shared a beauty salon and salon owners get a job or hairdresser more easily for further growth and development of a shared beauty salon. This study investigated hairdressers’ awareness and perception of a shared beauty salon which has been rising in domestic cosmetology industry and search for a way for such shared beauty salon to grow in domestic market. It is anticipated that the study results would set a new direction for cosmetology and derive assignments under current circumstances where cosmetology industry has rapidly expanded after examining the job characteristics and growth potential of a shared beauty salon and hairdressers’ perception.