피부미용실의 카리스마리더십과 조직몰입관계에서 브랜드인지조절효과에 관한 연구

• 영문명: A Study of Effects of Brand Awareness Moderating Effects in Relationship between Charismatic Leadership and Organizational commitment in Skin beauty shop
• 발행기관: 한국뷰티산업학회
• 저자명: 강화진(Hwa-Jin Kang) 윤천성(Chun-sung Youn)
• 간행물 정보: 『뷰티산업연구』제11권 제1호, 55~85쪽, 전체 31쪽
• 주제분류: 예술체육 > 의상
• 파일형태: PDF
• 발행일자: 2017.06.30

국문 초록

본 연구는 피부미용실의 카리스마리더십과 조직몰입관계에서 브랜드 인지가 어느 정도 조절효과를 나타내는지 상호인과관계를 밝혀 시사점을 제안하고자 하였으며 그 결과를 요 약하면 다음과 같다. 첫째, 각 변수 간 상관관계를 분석한 결과 카리스마리더십 하위요인별 지원행동, 모범행동, 이념강조행동, 집단정체성강조는 조직몰입과는 통계적으로 유의미한 상관관계가 있는 것으로 나타났다. 또한 카리스마리더십의 하위요인별 지원행동, 모범행동, 이념강조행동, 집단정체성강조는 브랜드 인지와도 통계적으로 유의미한 상관관계가 있는 것으로 나타났다. 조직몰입은 브랜드 인지와 통계적으로 유의미한 상관관계가 있는 것으로 나타났다(p<.001). 둘째, 피부미용실의 카리스마리더십이 조직몰입에 미치는 영향을 분석한 결과 지원행동, 모범행동, 이념강조행동, 집단정체성강조가 조직몰입에 통계적으로 유의미한 영향을 미치는 것으로 나타났다(p<.05). 셋째, 피부미용실의 조직몰입에 영향을 미치는 카리스마리더십이 브랜드 인지에 의해 조절되는지 조절효과를 분석한 결과 브랜드 인지는 카리스마리더십의 하위요인별 지원행동, 이념강조행동, 집단정체성강조와 조직몰입간의 관계를 조절하는 것으로 나타났다. 이상의 연구결과 유능한 인재를 채용하는 것도 중요하지만 그 보다 더 중요한 것은 그 유능한 인재가 조직몰입과 성장을 위해 오래도록 머무를 수 있게 유지하는 피부미용실리더들의 카리스마리더십 발휘가 절실히 요구된다고 할 수 있다.

영문 초록

With the launching of the ‘Skin beautician’s License’ system, there has been rising interest in skincare, and it has emerged as a promising business type with high added values. As a result, skin beauty industry has dramatically expanded. As a skin beauty sector becomes more specified, luxurious and larger, skin beauty shop and franchise chain started to appear in medical clinics and hospitals. As a result, it’s been more difficult to get skin beauticians. Therefore, the number of one-man skin beauty shop has rapidly increased. It is very important to keep talented employees. Above all, the Skin beauty Shop owner needs to display charismatic leadership as a true guide and leader who prevents his/her employees from leaving. As a result, the drain of skilled and competent employees can be avoided. In fact, an skin beauty shop is far higher than other occupations in terms of the dependence of human resources. This study aimed to propose implications after investigating the moderating effects of brand awareness in relationship between charismatic leadership and organizational performance among skin beauty shop workers. For this, a questionnaire survey was conducted against a total of 452 esthetic salon workers in Seoul and Gyeonggi area from September 15 to October 20, 2015 (5 weeks). The analysis results found the followings:First, in terms of the effects of charismatic leadership on turnover intention, ‘supportive behavior,’ ‘model behavior’ and ‘ideology-focused behavior’had a negative effect on turnover intention with statistical significance. (p<.05) Second, in terms of the effects of charismatic leadership on organizational commitment, ‘supportive behavior,’ ‘model behavior,’ ‘ideology-focused behavior’ and ‘emphasis on group identity’ had a positive effect on organizational commitment with statistical significance. (p<.05) Third, according to analysis on how charismatic leadership which has an influence on turnover intention is moderated by brand awareness, brand awareness was able to regulate the relationships between ‘ideology-focused behavior’ ‘emphasis on group identity’ and turnover intention. Fourth, according to analysis on how charismatic leadership which has an influence on organizational commitment is moderated by brand awareness, brand awareness was able to regulate the relationships between ‘supportive behavior’, ‘ideology-focused behavior’, ‘emphasis on group identity’ and organizational commitment. This study is meaningful in that it was the first attempt to figure out how charismatic leadership affecting turnover intention and organizational commitment is moderated by brand awareness. However, a questionnaire survey on certain samples only limits the generalization of the findings of this study. If the study results are used considering these limitations, they would be more useful and effective. In fact, esthetic industry is far higher than other industries in terms of turnover rates, and it is critical to keep talented estheticians. For this, Skin beauty Shop owners are needed to display charismatic leadership that is strong enough to keep them from leaving.

목차

I. 서 론

II. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결 론

키워드

카리스마리더십 조직몰입 브랜드 인지 Charismatic Leadership Organizational commitment Brand Awareness