Abstract
This study attempted to investigate the influence of professionalism on employee authenticity and attractiveness against small beauty salon workers and provide basic data for effective marketing. For this, a questionnaire survey was performed against female customers in their 20-50s, who visited a small beauty salon (4 employees or fewer) at least once over the past year from June 24 to July 15, 2022. A total of 270 copies were used for final analysis, and the results found the followings: First, professional knowledge had a positive effect on authenticity with statistical significance. Second, professional knowledge revealed a positive influence on attractiveness with statistical significance. The above results confirm that small beauty salons are required to help employees develop their professionalism for the purpose of increasing their values. It is anticipated that they would be useful in maintaining customer relationships and increasing sales by promoting differentiated strategies through the analysis of customer needs.
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