미용종사자의 내부마케팅이 경영성과에 미치는 영향

The Effect of Internal Marketing for Beauty Workers on Management Performance: Mediating Effect of Organizational Commitment

This study attempted to investigate the influence of internal marketing on management performance while examining organizational commitment s mediating effects. For this, a questionnaire survey was performed among cosmetologists from January 29 to February 12, 2021. Of the 300 questionnaires distributed, 294 were used for final analysis. First, internal marketing had a positive influence on financial and social performances with a statistical significance. In other words, as internal marketing improved, both financial and social performance increased. Second, internal marketing revealed a positive effect on organizational commitment with a statistical significance. To clarify, as internal marketing increased, organizational commitment improved. Third, concerning the influence of internal marketing on financial performance, organizational commitment revealed mediating effects. Fourth, regarding the effects of internal marketing on social performance, organizational commitment showed mediating effects. The above results confirm that beauty salons could enhance customer satisfaction and attract loyal customers through internal marketing.