피부미용 종사자의 셀프리더십이 관계품질과 고객지향성에 미치는 영향

The beauty industry requires continuous efforts in human resource management and development to strengthen the internal and external capabilities of organizational members, which is essential for securing a sustainable competitive advantage. In this context, the necessity of self-leadership has been increasingly emphasized as a key strategy. This study aims to provide foundational data that can assist in rational and systematic human resource management, crucial for operating skin care businesses, by examining the relationship between self-leadership and its effects on relationship quality and customer orientation among skin care professionals. Data analysis for the study was conducted using SPSS 25.0 for Windows and AMOS 25.0 programs, employing techniques such as frequency analysis, Cronbach’s α coefficient calculation, reliability analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling (SEM). A total of 283 surveys were analyzed for workers working in skin beauty salons located in Busan, Ulsan Metropolitan City, and Gyeongsangnam-do and North Gyeongsang Province using a 5-point Likud scale. The results showed that self-leadership significantly influences both relationship quality and customer orientation, and that relationship quality also has a significant impact on customer orientation. Additionally, an analysis of the total effects within the structural model confirmed that self-leadership has both direct and indirect effects. In particular, among the sub-factors of self-leadership, the importance of behavior-focused strategies was emphasized, which involves setting specific goals, making efforts to achieve those goals, and thoroughly reviewing one’s assigned tasks. These findings highlight the need for efforts to strengthen these behavior-focused strategies.