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http://dx.doi.org/10.22156/CS4SMB.2021.11.08.194

The effect of Internal Marketing on Job Commitment of Workers in the Beauty Franchise Industry  

Shin, Dong-hwa (Department of Biotechnology, Graduate School of Konkuk University)
Kim, Hyun-joo (Dept. of Beauty Terrapy & Make-up, Sogang University)
Publication Information
Journal of Convergence for Information Technology / v.11, no.8, 2021 , pp. 194-200 More about this Journal
Abstract
The beauty industry continued to develop despite the difficult social environment, and in the process, small-scale beauty businesses grew rapidly into large-scale beauty franchises. Therefore, this study was conducted because it was considered that various internal marketing is necessary for workers in the beauty industry. In order to find out what kind of internal marketing has a great effect on job immersion for workers, from February 1, 2021 to March 2021 By the 31st, 220copies out of 250 questionnaires were collected and frequency analysis, reliability analysis, factor analysis, correlation analysis, and multiple regression analysis were performed with spss 22.0. Satisfying internal marketing was a reward system and it was found that it had the greatest influence on job commitment. Therefore, it is considered that the actual internal marketing that workers want should be planned.
Keywords
Beauty industry; Franchise; Internal marketing; Compensation system; Job commitment;
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