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Asian J Beauty Cosmetol > Accepted Articles

doi: https://doi.org/10.20402/ajbc.2018.0204    [Accepted]
Mediating Effects of Organizational Commitment on the Relationship between Beauty Industry Managers’ Leadership and Customer Orientation
Sun-Ju Park
Department of Beauty Health Care, Yongin University, Yongin-si, Gyeonggi-do, Korea
Corresponding author:  Sun-Ju Park ,Tel: +82 31 8020 3694, Fax: +82 31 8020 3694, Email: sj7864@hanmail.net
Received: January 7, 2018;  Accepted: April 23, 2018.  Published online: June 30, 2018.
ABSTRACT
Purpose:
The purpose of this study is to examine the effects of managers’ leadership types on customer orientation in the beauty industry, focusing on the mediating effects of organizational commitment.
Method:
The Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) were conducted to identify the effects of leadership types on customer orientation in the beauty industry through organizational commitment.
Results:
While transformational leadership did not affect customer orientation in general, it did so when organizational commitment was set as a mediator. Transactional leadership had statistically significant effects on customer orientation, and it also affected customer orientation through organizational commitment as a mediating variable.
Conclusion:
In the beauty industry, charisma, individualized consideration, and intellectual stimulation are factors of transformational leadership that affect customer orientation through organizational commitment. Therefore, efforts should be made to encourage charisma, individualized consideration, and intellectual stimulation to increase employee satisfaction-the most important part of internal marketing. In addition, exceptional management and conditional compensation are factors of transactional leadership that affect organizational commitment and customer orientation. Thus, when continuous efforts are made for superiors’ exceptional management and gestures of conditional compensation toward employees, corporate profits will increase through organizational commitment and customer orientation, which will prevent employees from changing jobs.
Key words: Beauty industry, Transformational leadership, Transactional leadership, Organizational commitment, Customer orientation
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