The Impact of Employees’ Characteristics on Customer Orientation and Business Performance in Small-Scale Hair Salons

This study aimed to empirically analyzed the effects of the employees’ characteristics of employees in small-scale hair salons on customer orientation and business performance in small-scale hair salons. Data were collected through using a survey administered to employees working in small-scale hair salons located in Busan, Ulsan, and the Gyeongsangnam-do and Gyeongsangbuk-do regionsprovinces. A total of 310 valid questionnaires were used considered validfor the analysis . The results were as follows. First, regarding the effects of employees’ characteristics on in terms of customer orientation, it was found that higher levels of proactiveness, achievement motivation, and leadership were associated with higher levels of empathy. In addition, higher levels of leadership, learning orientation, risk-taking propensity, and achievement motivation were associated with higher levels of responsiveness. Second, in regarding examining the effects of employees’ characteristics on business performance, it was confirmed that higher levels of proactiveness, achievement motivation, leadership, and risk-taking propensity were positively related to improvements ind business performance. Third, with respect to the effects of customer orientation on business performance, higher levels of empathy and responsiveness were found to contributed positively to business performance. Therefore, by analyzing how the characteristics of employees’ characteristics in small-scale hair salons influence customer orientation and how these factors are linked to business performance in small-scale hair salons, this study’s findings aims to provide both academic theoretical and practical implications for enhancing the sustainability and competitiveness of small-scale hair salons.