The Influence of Self-efficacy on Job Engagement and Customer Orientation in Medical Cosmetology Service Providers

Abstract

This study attempted to investigate the influence of self-efficacy on job engagement and customer orientation against medical cosmetology service providers who are essential personnel in the medical cosmetology market. For this, a questionnaire survey was performed from May 3 to 15, 2021. A total of 325 copies were collected and used for final analysis, and the results found the followings: First, in the effects of self-efficacy on job engagement, as self-confidence, preference to task difficulty and self-regulatory efficacy increased, the level of vigor and absorption was high. Second, in the influence of self-efficacy on customer orientation, as self-confidence, preference to task difficulty and self-regulatory efficacy increased, fulfillment of customer needs and the desire to provide services were high. Third, in the effects of job engagement on customer orientation, as devotion, absorption and vigor increased, the identification of customer needs was high. It is anticipated that the study results would be available as basic data for both cosmetology business owners and service providers, which can help the latter enhance their job efficiency and the former achieve customer satisfaction through effective marketing.