The Effect of Positive Psychological Capital of Hair Beauty Service Workers on Job Satisfaction and Customer Orientation

Abstract

This study examines how positive psychological capital is related to job satisfaction and customer orientation for hair beauty service workers, and effectively manages and applies human resources in the hair beauty service industry, which is highly dependent on human resources. It was intended to provide basic data to increase customer orientation, and the conclusions are as follows. First, it was found that optimism and hope factors of positive psychological capital of hair beauty service workers had a significant positive (+) effect on customer orientation will be able to provide As such, hair beauty services are provided at the point of contact between customers and workers for a long time, so it was confirmed that the high optimism and positive thinking of hair beauty service workers are important factors influencing customer orientation. Second, it was found that optimism of the sub-factor of positive psychological capital had a statistically significant positive (+) effect on job satisfaction working conditions, while hope, self-efficacy, and optimism had a statistically significant effect on value realization of job satisfaction. Therefore, it was confirmed that optimism of positive psychological capital was important for job satisfaction with working conditions of hair beauty service workers, and hope, self-efficacy, and optimism were important factors for job satisfaction for value realization. Third, value realization, a sub-factor of job satisfaction, has a statistically significant positive (+) effect on customer orientation, confirming that the realization of value of job satisfaction is an important factor in customer orientation of hair beauty service workers. Summarizing the above results, it was confirmed that hairdressing service workers with high positive psychological capital showed high job satisfaction, and this behavior was an important variable affecting customer orientation.