The Impact of Job Satisfaction on Brand Loyalty in Franchise Hair Shops

Abstract

While the economic level is improved due to the industrial development of modern society, the beauty industry consists of human resources with skilled technology, and securing it leads to an increase in the economic power of the beauty industry and the success or failure of management. Beauty service is an industry that is highly dependent on human resources and deals with the job satisfaction of its members as an important issue. Studies on the factors of job satisfaction and loyalty of beauty workers have been reported, but studies examining the relationship between job satisfaction of franchise hair shops and brand loyalty are relatively limited. In this study, a total of 664 data from franchise hair salon workers were applied to the empirical analysis to investigate the effect of job satisfaction of franchise hair shops on brand loyalty, and SPSS 22.0 was used to analyze the research problem, and positive results were derived for each factor. Based on the research results, it aims to find ways to accumulate empirical data and improve management performance in the field of hair care, and it is also necessary and meaningful to provide implications for subsequent research in the field of beauty.