The Effect of Internal Marketing in Beauty Shop on Organizational Commitment and Customer Orientation

Seo, Mi-suk; Pack, Eun-jun

Journal of the Korean Society of Cosmetology 2019;25(2):231-237.
Published online April 30, 2019.

미용실 내부마케팅이 조직몰입과 고객지향성에 미치는 영향

서미숙, 박은준

The Effect of Internal Marketing in Beauty Shop on Organizational Commitment and Customer Orientation

Mi-suk Seo, Eun-jun Pack

Abstract

The purpose of this paper is to investigate the effect of internal marketing of training and empowerment of beauty salon on organizational commitment and customer orientation of beauty workers. The franchisee has distributed 200 copies of 200 people from the Dream Beauty group of Myoung-dong 1st store, Myeong-dong 2nd store, Daecchi store, Hongdae store, Sincheon 1st store, Sincheon second store and Gangnam store. The data were used for 150 copies of the questionnaire except for 30 inappropriate questionnaires. To analyze the collected data, spss 22.0 was used to test the research problem. The analysis method of the data was as follows. Second, reliability analysis was conducted to examine the validity and reliability of internal marketing, organizational commitment, and customer orientation. Third, correlation analysis was performed to examine the correlation between variables. Fourth, regression analysis was conducted to examine the effect of internal marketing on George commitment and customer orientation. Regression analysis was performed to examine the effect of organizational commitment on customer orientation. As a result of the study, internal marketing and training and empowerment dictates that organizational commitment and customer orientation are influential.

Key Words: Customer Orientation, Interal Marketing, Organizational Commitment