The Effect of Internal Marketing on Organizational Culture Organizational Efficiency in the Beauty Hair Industry Field

Abstract

The purpose of this study is to investigate the impact of internal marketing on organizational culture and organizational effectiveness among employees working in beauty salons, and to find out the correlation between the culture in which employees are satisfied with their jobs and their long-term retention. The survey for this study was conducted for 47 days from June 20, 2023 to August 5, 2023, targeting beauty workers in Seoul, Gyeonggi, Gwangju Metropolitan City, and Jeju Island, collecting data with an online selfadministered questionnaire for men and women aged 10 to 50, and 420 questionnaires were distributed, and the final 409 were used for analysis after excluding inappropriate questionnaires, and analyzed using SPSS 22.0 statistical analysis program, we found that the subfactors of internal marketing positively influenced the subfactors of organizational culture and organizational effectiveness, indicating that it is important to give positive energy through open communication in a free atmosphere, and that the creation and support of training environment and systematic promotion and reward system are important for building organizational culture, and that the subfactors of organizational culture positively influenced the subfactors of organizational effectiveness, indicating that it is important to have a friendly atmosphere and cooperative relationship within the organization, work compliance, work performance, and common goals of the organization, which have a positive effect on long-term service, job performance, and job satisfaction. In conclusion, the development of employees' organizational culture through internal marketing will lead to long-term retention through job satisfaction and performance, which will increase customer satisfaction and have a positive impact on individuals and companies. Future research should use this study as a basis for further research by expanding the region and target audience.