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This study aims to analyze the effects of esthetic salon’s internal marketing factors on employees’ organizational commitment and customer-orientation. This study distributed 590 copies of questionnaire targeting Be-chae employees, and 570 effective copies of the questionnaire were used as final analysis data. For statistical processing, a SPSS v. 21.0 Statistical Package Program was used through the data coding and data cleaning process. The study results are as follows: the reward system by subfactor of the internal marketing factors at the esthetic salon, support from management, education/training, and welfare benefits were revealed as the factors enhancing employees’ organizational commitment in order. Education/training, communication, and the reward system were shown to elevate employees’ customer-orientation in order. As employees’ organizational commitment increased, customer-orientation was also higher. Therefore internal marketing has an important effect on employees’ organizational commitment and customer-orientation.

han'gug miyong haghoeji/journal of the korean society of cosmetology

Effects of Esthetic Salon&amp;apos;s Internal Marketing Factors on Employees’ Organizational Commitment and Customer-Orientation -Targeting Be-chae Group-