|
KMID : 1145120180160040555
|
|
Asian Journal of Beauty and Cosmetology
2018 Volume.16 No. 4 p.555 ~ p.567
|
|
|
The Mediating Effect of Job Satisfaction on the Relationship between Internal Marketing and the Customer Orientation of Employees in the Beauty Service Industry
|
|
Kim Tae-Yoel
Lee Sung-Nae
|
|
|
Abstract
|
|
|
Purpose: This study investigated the impact of internal marketing of beauty shops on the customer orientation of employees through the mediating effect of job satisfaction.
Method: A survey targeting employees working in the beauty industry was conducted in January 2018 in Seoul and in the Gyeonggi Province. The Statistical Package for the Social Sciences (SPSS) program was utilized for this study.
Results: Management support, education and training, the compensation system, and internal communication were found to be the internal marketing factors affecting job satisfaction. Attributes that influenced customer orientation were management support and the compensation system. The results revealed that employee job satisfaction significantly encouraged customer orientation in beauty shops. The mediating effect of job satisfaction on the relationship between internal marketing and customer orientation was observed to be induced by the features of management support, delegation of authority, education and training, the compensation system, and internal communication. The authors of this paper were able to determine that job satisfaction plays a significant mediating role in the relationship between internal marketing and customer orientation among beauty shop employees, and this study has established that job satisfaction is a mediating variable that can increase customer orientation.
Conclusion: Employee job satisfaction is a mediating variable that influences customer orientation in beauty personnel and this emotion of professional fulfillment is influenced by internal marketing factors. The outcomes of this investigation will help to explain why internal marketing efforts must first be undertaken in order to increase the customer orientation of employees.
|
|
|
KEYWORD
|
|
|
Beauty industry, Customer orientation, Internal marketing, Job satisfaction, Mediating effect
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|