The Effect of Esthetic Salon's Internal Marketing on Employee's Job Satisfaction - Focus on Be-chae Group -

Abstract

The purpose of this study is to analyze the effects of esthetic salon's internal marketing factors on the employees' job satisfaction, seek continuous internal marketing strategies in order to enhance esthetic business' internal customer satisfaction, improve the esthetic salon's service competitiveness, and use the study results as baseline data for the esthetic industry development. This study targeted skin specialists working in three brand companies of Be-chae Group, namely Yakson House, Dalia Spa, and Yeorihan Diet by region. The internal marketing factors were divided into six factors: welfare, communication, management's support, authority delegation, and reward system. The findings in this study are as follows: First, for differences in internal marketing factors according to general characteristics, men's overall recognition was higher than women's. The participants in their 30s showed higher recognition of communication than those in their 20s. The married people's recognition of communication and reward system was higher than the unmarried people's. by company, the recognition of the internal marketing factors was the highest in the following order: Dalia Spa, Yeorihan Diet, and Yakson House. By working region, Chungcheong Province's recognition of the internal marketing factors was higher than other regions’, which is connected to its higher job satisfaction than in other regions. Directors' recognition of the internal marketing factors than other employees' was higher and the employees who worked less than one year and over five years showed higher recognition of the internal marketing factors. No significant differences depending on education, major before joining the companies, and residential type were shown. Second, men, married people, Dalia Spa and Yeorihan Diet, directors, Chungcheong Province, and employees working less than one year and over five years showed relatively higher job satisfaction according to general characteristics. From this, it was found out that the participants' job satisfaction was higher as recognition of the internal marketing factors was higher. No significant differences depending on age, education, major before joining the companies, and residential type were shown. Third, the reward system factor was the highest between the internal marketing factors and job satisfaction as a result of the correlation analysis, followed by management's support, welfare, education/training, authority delegation, and communication in order. Therefore all the sub-factors of the internal marketing were important to the employees' job satisfaction. Based on the findings, this study expects esthetic companies to continuously perform management strategies using the internal marketing factors and place corporate culture to improve the employees' job satisfaction. The consolidation of esthetic salon employees' competitiveness is expected to be connected to external customer satisfaction, which is expected to be linked to the skin care industry's development. Keywords: Esthetic Salon; Internal marketing; Job satisfaction; Esthetic company