The Effect of Occupational Esteem of Skincare Employees on Customer Orientation

The purpose of this study is to find the effect of skincare employees’ occupational esteem on customer orientation. As a survey method, a questionnaire survey was conducted with skincare employees working in skincare facilities nationwide from September 15, 2023, to October 23, 2023, A total of 234 responses were analyzed. The analysis results are as follows: Firstly, it was observed that as skincare employees’ positive values and social reputation increased, their ability to understand customer needs also increased. Secondly, as skincare employees’ social reputation and positive values increased, their ability to satisfy customer needs also increased. Thirdly, it was found that as skincare employees’ positive values, relative benefits, and social reputation increased, their desire to provide services also increased. This indicates that if the employees feel a sense of achievement through their work and receive social recognition, they strive to understand customers’ needs and provide desired services. Therefore, it is considered that in order to enhance more competitive skincare facilities, it is necessary to come up with a program for providing and improving occupational esteem for skincare employees.