헤어샵 종사자의 긍정심리자본이 행동지속성과 고객지향성에 미치는 효과

Abstract

본 연구는 헤어샵 종사자의 긍정심리자본이 행동지속성과 고객지향성에 미치는 효과을 분석함으로써, 헤어샵 종사자가 업주와의 관계, 근무환경, 근무 조건, 수입증가, 등으로 인하여 생각이 긍정적으로 변화되고 그로인하여 행동 또한 규칙적이고 한 매장 안에서 오랫동안 근무하며 참여함으로서 고객들과 장기적인 관계를 유지하여 나의 충성고객으로 만들어 매출증가까지 이어지도록 개선 할 수 있는 방안을 제시하는데 그 목적이 있다. 본 연구는 실증조사를 위하여 서울과 경기 지역에 종사하는 헤어샵 종사자들을 대상으로 2019년 10월1일부터 2019년 10월 30일에 걸쳐 총 500부의 설문지를 배포하여, 최종 431부를 최종 분석 자료로 사용하였다. 수집된 자료는 SPSS 21.0버젼 프로그램과 AMOS 21.0버젼 프로그램을 사용하여 빈도분석, 요인분석, 신뢰도분석, 분산분석, 상관관계분석, 다중회귀분석, 경로분석을 실시해 보았다. 본 연구문제에 따른 연구결과를 요약한다면 다음과 같다. 첫째, 헤어샵 종사자들의 일반적 특성을 알아본 결과로는 20세 이상~30세 미만의 여성이 많았으며 월 수입은 100만원 이상~200만원 미만이 많은 것으로 나타났다. 둘째, 헤어샵 종사자들의 일반적 특성을 알아본 결과, 경력은 3년 미만인 스탭이 많이 응해주었고 8시간 이상의 근무시간과 10인 이상의 프랜차이즈에 종사하며 고정급여를 받는 헤어샵 종사자가 많은 것으로 나타났다. 셋째, 긍정심리자본, 행동지속성, 고객지향성에 대하여 각각의 차원을 알아 본 결과, 긍정심리자본은 자기효능감, 희망, 낙관주의, 복원력의 4가지 요인으로, 행동지속성은 경향성, 가능성, 강화성의 3가지 요인으로, 고객지향성은 정보제공, 신뢰성, 대응성, 고객중심적사고의 4가지 요인으로 분류되었다. 넷째, 긍정심리자본이 행동지속성에 미치는 영향을 알아본 결과, 하위요인들에 모두 유의미하게 정적인 영향을 미치는 것으로 나타났다. 다섯째, 긍정심리자본이 고객지향성에 미치는 영향을 알아본 결과, 구성요소들이 정적인 영향을 미치는 것으로 나타났다. 본 연구 결과를 통하여 각 요소들 가운데 함축되어진 요인들이 있었다. 긍정심리자본 요인1은 자기효능감, 희망, 복원력으로 함축되었고, 요인2는 낙관주의로 분류되었다. 행동지속성 요인1은 경향성으로 행동지속성 요인2는 가능성과 강화성으로 함축되었으며, 고객지향성 요인1은 신뢰도와 고객중심적사고로 함축되었고, 고객지향성 요인2는 대응성, 요인3은 정보제공으로 분류되었다. 본 연구 결과를 통하여 각 요소들의 인식의 차원을 파악할 수 있었으며, 그에 따라 헤어샵 업주들은 종사자스스로가 긍정적 심리를 가질 수 있도록 배려하여 직무에 대한 행동지속성을 높이고, 헤어샵 종사자들은 행동지속성이 상승됨으로 인하여 긍정심리자본의 긍정적인 사고와 함께 고객지향성을 향상시킴으로써 이직률 경감과 고객에게 높은 품질의 서비스의 제공한다면 경영에 도움이 될 수 있다고 사료된다.

This study is intended to present methods to improve sales as hair shop professionals change their thoughts positively due to relationships with shop owners, working environment, working condition and income growth, which lead to their consistent behaviors and long-term employment at one shop resulting in long relationship with clients and making loyal customers, by analyzing the effects of hair shop professionals' positive psychological capital on behavioral adherence and customer orientation. For actual investigation, total 500 copies of questionnaires were distributed to hair shop professionals in Seoul and Gyeonggi from October 1 to October 30, 2019, and 431 copies were used for final analysis materials. On the collected data, frequency analysis, factor analysis, reliability analysis, variance analysis, correlation analysis, multiple regression analysis and path analysis were done with the use of SPSS 21.0 program and AMOS 21.0 program. The research results by the research question are summarized as follows. First, regarding the general characteristics of hair shop professionals, the majority is between the age 20 and 30, and most of their monthly income is between 1 million won and 2 million. Second, generally staff with less than 3 years of experience gave the most answers, and the biggest number of hair shop professionals work in franchised shops with over 10 employees, they work over 8 hours a day, and they receive fixed wages. Third, regarding each dimension of positive psychological capital, behavioral adherence and customer orientation, positive psychological capital is classified into four factors of self-efficacy, hope, optimism and resiliency, behavioral adherence is classified into three factors of tendency, possibility and reinforcement, and customer orientation is classified into four factors of information offering, reliability, response and customer oriented thinking. Fourth, regarding the effects of positive psychological capital on behavioral adherence, it has a significantly positive effect on all the sub-factors. Fifth, regarding the effects of positive psychological capital on customer orientation, the components have a positive effect. The results of this study have implied factors among each factor. The positive psychological capital factor 1 is implied to be self-efficacy, hope and resilience, and factor 2 is optimism. The behavioral adherence factor 1 is implied to be tendency, and factor 2 is possibility and reinforcement. The customer orientation factor 1 is implied to be reliability and customer-oriented thinking, factor 2 is response, and factor 3 is implied to be information offering. Through the results of this study, the dimension of each factor's recognition could be comprehended, and therefore, hair shop owners can enhance behavioral adherence for tasks by encouraging employees to have positive psychology, and hair shop professionals can decrease employee turnover rate and provide high quality services to clients by improving customer orientation along with positive thinking of positive psychological capital as their behavioral adherence is enhanced, which will be helpful for hair shop management. |This study is intended to present methods to improve sales as hair shop professionals change their thoughts positively due to relationships with shop owners, working environment, working condition and income growth, which lead to their consistent behaviors and long-term employment at one shop resulting in long relationship with clients and making loyal customers, by analyzing the effects of hair shop professionals' positive psychological capital on behavioral adherence and customer orientation. For actual investigation, total 500 copies of questionnaires were distributed to hair shop professionals in Seoul and Gyeonggi from October 1 to October 30, 2019, and 431 copies were used for final analysis materials. On the collected data, frequency analysis, factor analysis, reliability analysis, variance analysis, correlation analysis, multiple regression analysis and path analysis were done with the use of SPSS 21.0 program and AMOS 21.0 program. The research results by the research question are summarized as follows. First, regarding the general characteristics of hair shop professionals, the majority is between the age 20 and 30, and most of their monthly income is between 1 million won and 2 million. Second, generally staff with less than 3 years of experience gave the most answers, and the biggest number of hair shop professionals work in franchised shops with over 10 employees, they work over 8 hours a day, and they receive fixed wages. Third, regarding each dimension of positive psychological capital, behavioral adherence and customer orientation, positive psychological capital is classified into four factors of self-efficacy, hope, optimism and resiliency, behavioral adherence is classified into three factors of tendency, possibility and reinforcement, and customer orientation is classified into four factors of information offering, reliability, response and customer oriented thinking. Fourth, regarding the effects of positive psychological capital on behavioral adherence, it has a significantly positive effect on all the sub-factors. Fifth, regarding the effects of positive psychological capital on customer orientation, the components have a positive effect. The results of this study have implied factors among each factor. The positive psychological capital factor 1 is implied to be self-efficacy, hope and resilience, and factor 2 is optimism. The behavioral adherence factor 1 is implied to be tendency, and factor 2 is possibility and reinforcement. The customer orientation factor 1 is implied to be reliability and customer-oriented thinking, factor 2 is response, and factor 3 is implied to be information offering. Through the results of this study, the dimension of each factor's recognition could be comprehended, and therefore, hair shop owners can enhance behavioral adherence for tasks by encouraging employees to have positive psychology, and hair shop professionals can decrease employee turnover rate and provide high quality services to clients by improving customer orientation along with positive thinking of positive psychological capital as their behavioral adherence is enhanced, which will be helpful for hair shop management.