A Structural Analysis of the Relationship between Customer Orientation and Related Variables of Hairdressers

Due to high reiliance on human ressources for customer satisfaction in the hair and beauty service industry, it is questioned how to increase their custumer orientation. This study aims to investigate the structural relationship among psychological capital, burnout, job satisfaction of hairdressers, and customer orientation. Targeting hairdressers, the survey was conducted from May 1 to May 12, 2023 focused on the hair and beauty service industry in Seoul and Gyunggi province. The number of 301 cases was used for analysis and the results were analyzed using structural equation modeling with SPSS 26.0 and AMOS 26.0. The main findings are as follows. First, hairdressers’ burnout and job satisfaction directly affected customer orientation, while positive psychological capital had no direct influence. Second, hairdressers’ positive psychological capital and burnout directly affected job satisfaction. Third, the positive psychological capital of hairdressers had a direct effect on burnout, and the higher the positive psychological capital, the lower the burnout. Fourth, the positive psychological capital of hairdressers indirectly affected customer orientation through burnout and job satisfaction. Fifth, the positive psychological capital of hairdressers had an indirect effect on job satisfaction through burnout. Finally, hairdressers’ burnout indirectly affected customer orientation through job satisfaction. Based on the study results above, positive psychological capital, burnout, and job satisfaction of hairdressers were significant variables that directly or indirectly affect customer orientation. In particular, the influence of job satisfaction is relatively strong among the variables that directly affect the customer orientation of hairdressers. The indirect effect of job satisfaction on customer orientation was also relatively high, indicating that it was an important variable for increasing customer orientation among hairdressers.