A Structural Relationship between Hope, Optimism, Job Satisfaction and Customer Orientation of Hairdressing Professionals

This study explores the structural relationships among variables influencing customer orientation in hairdressing professionals, focusing on hope, optimism, and job satisfaction. A survey was conducted with 301 hairdressing professionals in the Seoul and Gyeonggi regions from May 1 to May 12, 2023. The collected data were analyzed using SPSS 26.0 and AMOS 26.0. The findings are summarized as follows: First, optimism and job satisfaction among hairdressing professionals were found to have a significant direct impact on customer orientation, while hope did not exhibit a direct effect. Second, both hope and optimism significantly influenced job satisfaction, with hope demonstrating a relatively stronger effect compared to optimism. Third, hope indirectly influenced customer orientation through job satisfaction, indicating that higher levels of hope enhance job satisfaction, which in turn boosts customer orientation. Fourth, optimism also indirectly influenced customer orientation via job satisfaction, suggesting that greater optimism leads to increased job satisfaction and subsequently improved customer orientation. Furthermore, the indirect effect of hope on customer orientation through job satisfaction was found to be greater than the corresponding indirect effect of optimism. These findings offer valuable insights into the interplay among hope, optimism, job satisfaction, and customer orientation, contributing to a deeper understanding of factors that enhance customer-oriented behaviors in hairdressing professionals.