Effects of Professionalism of Skin Care Industry Workers on the Relational Commitment and Customer Satisfaction

Abstract

This study researched the effects of professionalism of skin care industry workers on the relational commitment and customer satisfaction. For this, this study conducted a survey targeting the women in their 20s-50s who had used small-size skincare shops in Seoul and capital area for three months or more, from August 15th to August 31st 2020. Total 385 questionnaires were used for the final analysis, and the results of this study are as follows. First, in the effects of professionalism of skin care industry workers on the relational commitment, the subfactors of professionalism such as conscious aspect and superficial aspect were the important factors on the affective commitment while the conscious aspect and superficial aspect of professionalism were the important factors on the calculative commitment. Second, in the effects of professionalism of skin care industry workers on the customer satisfaction, the subfactors of professionalism such as conscious aspect and superficial aspect were the important factors on the price, cleanliness & hygiene, and the time required and skills of customer satisfaction. Such results of this study could be utilized as the basic data for establishing the management/marketing strategies of skin beauty service industry, by providing the personalized and customized skincare service, developing programs that could meet customers’ needs, and also syntagmatically composing and analyzing the relations of education, training, and the improvement of service quality. Keywords: Customer Satisfaction; Professionalism; Relational Commitment; Skin Care Industry Worker