The Effects of Internal Marketing on Customer Orientation and Job Performance

Abstract

This study investigated the effects of internal marketing as perceived by beauty salon employees regarding their customer orientation and job performance and analyzed the influence of an increase in such customer orientation on job performance. For this, a questionnaire survey was performed among 400 beauty salon employees in Busan and Gyeongsangnam-do from June 1 to July 31, 2016. The results found the following: In the cosmetology service industry, internal marketing has a significant influence on employees’ customer orientation and job performance while customer orientation also greatly affects job performance. In terms of the effects of internal marketing on job performance, a mediating effect by customer orientation and direct effect were found. The said results show that internal marketing and customer orientation have both direct and indirect influences on job performance. Since the variables are complementary to each other, it appears that if employee awareness and pride are improved through the effective use and enhancement of their customer-oriented mindset, excellent job performance could be accomplished. It is anticipated that these results can be used as basic data for marketing strategies in the cosmetology service industry.