The Society of Convergence Knowledge Transactions ISSN:2287-8920(Print) 융복합지식학회논문지

In recent years, the beauty industry has grown steadily due to an increase in living standards along with economic development, an increase in human desire for beauty, and K-beauty’s entry into overseas markets. However, despite such external growth, competition is intensifying due to rapid environmental changes, overheated competition, and overseas franchise entry into the domestic market. Now, the beauty industry has become a reality in which excessive competition cannot be avoided, and simple technology-oriented operation cannot survival. Therefore, this study analyzed the effect of internal marketing activities on job satisfaction and customer orientation. As a result of the analysis, since the beauty industry is structurally closely related to internal marketing, job satisfaction, and customer orientation, the beauty manager first establishes a differentiated strategy that takes into account the compensation system, delegation of authority, etc. It can be seen that it is desirable to do it. In addition, efforts to improve the quality of service by enhancing the job satisfaction of employees through efficient manpower management to realize customer satisfaction can be seen as the most important.