Asian J Beauty Cosmetol. 2014; 12(5): 613-623.
Influence of Beauty Service on Self-Efficacy and Job Attitude
ABSTRACT
The purpose of this study is to investigate the influence of beauty service (skin care, nail art make-up and etc.) on self-efficacy and job attitude (job satisfaction, organizational commitment). The data was collected through a survey with 335 users. This data was used to conduct mean analysis, factor analysis and regression analysis. The result of this study is as follows. The beauty service was analyzed to have positive effects on the self-efficacy and job attitude. The managerial implications which can be suggested from the results of this study are as follows. First of all, suppliers of the beauty service should advertise that it has positive effects on the self-efficacy and job attitude. Second, organizational manager should make various support system related to use of the beauty service to increase the work productivity. For the effective brand marketing of beauty service, they need to establish more systematic marketing strategy by accurately determining the needs of consumers and to make constant efforts to understand the rapidly changing trend and consumer sentiment.
Keywords :
Beauty service, Job satisfaction, Organizational commitment, Self-efficacy, Job attitude
