Purpose: The purpose of this study is to examine and understand the effect of job satisfaction of the beauty service providers, which is highly dependent on human resources such as technology and services, on the goal orientation for public value. Method: The questionnaire method was used for women in their 20s and 50s. The questionnaire was consisted of job satisfaction, goal orientedness, and demographic variables. Frequency, percentage, and average were calculated, and to learn about the relationship between job satisfaction and goal oriented-ness, the multiple regression analysis was performed. Results: In terms of the effect of job satisfaction on learning avoidance among the goal orientations, only the salary satisfaction variable turned out to have a statistically significant negative(-) effect. In [Model 1], in terms of the effect of job satisfaction on performance approach and learning approach among the goal orientations, only the job satisfaction variable turned out to have a statistically significant positive(+) effect. In [Model 2], it turned out that the job satisfaction variable and the boss satisfaction variable had a statistically significant pos-itive(+) effect. Conclusion: For the job satisfaction of beauty service providers, it will be necessary to improve the job envi-ronment and job conditions. Accordingly, it is expected that this study will serve as the basic data for understand-ing the improvement of the work environment of beauty service providers and also be used as the marketing data for beauty servicemen who are aiming for a goal.
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4. Conclusion and Recommendations