Correlation of Beauty Shop Workers’ Work Environment, Calling and Job Embeddedness

This study aimed to analyze the effects of hairdressers’ Organizational Citizenship Behavior (OCB) on customers’ positive word-of-mouth (WOM) and revisit intention. Hypotheses were tested using 292 samples through validity, reliability, correlation, and regression analyses. First, among the hairdressers’ OCB subfactors, customer convenience orientation and organizational involvement significantly affected customers’ positive WOM, while sportsmanship did not have a significant effect. Second, both customer convenience orientation and organizational involvement significantly affected customers’ revisit intention, but sportsmanship did not have a significant effect. Third, customers’ positive WOM was confirmed to have a significant positive effect on revisit intention. These results suggest that beauty service employees’ customer-centric attitudes and organizational commitment are key drivers for building positive customer perception and loyalty. Therefore, beauty service organizations need to develop systematic human resource management strategies to strengthen employees’ customer convenience orientation and job involvement. This study provides empirical evidence that OCB components directly perceived by customers (convenience orientation and organizational involvement) are vital for improving salon service quality and establishing long-term customer retention strategies.