earticle

영어

The emphasis on uniforms in the service industry results from the fact that customers recognize the external appearance of employees including the uniform as part of the service. Therefore, this research examines the impact the awareness of uniforms of employees working in hair salons according to the characteristics of the employees on customer orientation. It was revealed that uniforms are recognized to be a crucial part of the job of employees working in hair salons, thus impacting the satisfaction rate in their job performance and customer orientation. To analyze the relevant data, 489 valid samples among people working in hair salons in Seoul were analyzed in terms of general characteristics revealing a correlation between factors such as the awareness of uniforms of employees working in hair salons and customer orientation. The more symbolic uniforms in the awareness of uniforms of employees working in hair salons were shown to have significantly direct relationship on customer orientation. The above results confirm that differences exist in the awareness of uniforms according to the characteristics of employees working in hair salons and customer orientation, and that the kind of uniforms act as an essential factor in individual satisfaction and work efficiency. The above research results indicate that a design of uniforms of employees working in hair salons in consideration of functionality, symbolism, efficiency and aesthetics will be effective and produce satisfying results in customer orientation.