Asian J Beauty Cosmetol. 2011; 9: 0.
Influence of Internal Marketing Factors in Beauty Service Industry upon Job Satisfaction and Organizational Commitment in Frontline Employees
ABSTRACT
The purpose of this study is to grasp correlation between internal marketing and job satisfaction
& organizational commitment through empirical research, and is to suggest marketing direction of
beauty service. From this perspective, this study examined which influence the internal marketing of
beauty service industry has upon frontline employees' job satisfaction and organizational
commitment. The results of this study are as follows.
First, according to the influence of educational training, compensation system, and internal communication,
which are internal marketing factors of beauty service industry, upon job satisfaction,
the educational training(B=.143, p<.001), compensation system(B=.286, p<.001), and internal communication(
B=.338, p<.001) were indicated to have significant influence upon job satisfaction in frontline
employees of beauty service industry.
Second, according to the influence of job satisfaction in frontline employees of beauty service industry
upon organizational commitment, the job satisfaction was indicated to have influence upon organizational
commitment(B=.764, p<.001).
Based on the above results, the offer of the frontline employees' educational training, compensation
system, and internal communication needs to be necessarily said to be important element in order to
be led possibly to service quality toward customers through job satisfaction and further organizational
commitment in frontline employees of beauty service industry. Also, when aiming to positively
change behavior of frontline employees for beauty service industry, the results of this study are
considered to be possibly used helpfully. Frontline employees' organizational commitment will come
to have great influence upon long-term corporate performance.
Keywords :
Internal marketing, Job satisfaction, Organizational commitment
