The Influence of Internal Marketing on Job satisfaction, Job Commitment and Job Performances in Beauty Franchises: Focusing on skin care service workers

Abstract

This study attempted to investigate the influence of internal marketing on cosmetologists’ job satisfaction, job commitment, and job performance in beauty franchises, which are highly dependent upon human resources and have a goal of enhancing their competitiveness. A questionnaire survey was performed among 500 workers from beauty franchise stores from November to December 2017. Among 413 questionnaires returned, 320 copies, excluding poorly answered ones, were used for final analysis. The collected data were analyzed by frequency analysis, factor analysis, correlation analysis, and reliability, using SPSS 22.0. In addition, confirmatory factor analysis and structural equation modeling were conducted with AMOS 21.0, and the results found the following: First, as compensation system, support from the management and empowerment were higher, job satisfaction increased. Second, when education & training and compensation rose, job commitment was higher. Third, as job satisfaction improved, job commitment increased. Fourth, when job satisfaction was higher, job performance was greater. Fifth, as job commitment rose, job performance increased. The implications of this study are as follows: First, according to confirmatory factor analysis, the compensation system was the highest, followed by empowerment and support from the management in terms of explanatory power. In other words, it is required to suggest a human resources management plan by factor during human resources management strategy planning. Second, because education & training affected job commitment, there is a necessity to provide self-development programs. Third, it is necessary for beauty franchise owners to understand the importance of human resources development and become active in investment and assistance.