The Effect of Service Orientation of Vietnamese Beauty Workers on Customer Satisfaction and Customer Loyalty

다국어 초록 (Multilingual Abstract)

This study aims to provide the status of the local beauty service market to Korean companies seeking to enter Vietnam by identifying the route that the service orientation of beauty service workers in Vietnam leads to customer satisfaction and customer loyalty. The survey targets distributed 260 copies of employees working for beauty service companies in Vietnam and 270 copies to visiting customers in their 20s or older and the survey period was translated into Vietnamese for three months from January 2020 to conduct self-report survey. The distributed questionnaire used 503 (employee 251 and customer 252) copies, excluding unfaithful responses as data for the final analysis. The method of analysis was explored and confirmed factor analysis and correlation analysis, and path analysis was performed using AMOS 2.0 to verify the suitability and hypothesis of the research model. According to the analysis service orientation has a significant impact on customer satisfaction and loyalty. In addition, customer satisfaction was found to have no significant impact on customer loyalty.
The survey questions used in this study were modified to suit the purpose of the study, and it is believed that there was a lack of content that exactly matched the environment and characteristics of the Vietnamese region. Service orientation is a factor that has a significant impact on performance, so employee satisfaction should be considered for performance of customer satisfaction, as well as training on support and research on its relevance to compensation. Future studies suggest that new factor exploration and more sophisticated application of measurement questions are needed.
We hope this study will provide information on which sectors more resources should be invested with limited resources that take into account Vietnam’s regional characteristics to help customers make wise decisions and meet their long-term needs. This study is meaningful in that it confirmed the customer’s accurate assessment of employees by identifying the mutual impact relationship between beauty workers and customers in Vietnam. The greater the interest in individual needs, the greater the potential for development of the beauty service market, and the service orientation of contact employees who provide services will be able to secure loyal customers and continue to grow and develop companies

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