The Effect of Customer Orientation of Service Employee and Its Antecedents on Employee Professional Competency of Modern Full Services Nail Salon Business in Bangkok and Metropolitan Regions
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Abstract
This article aims to study (1) the effects of internal marketing on perceived self-efficacy, work motivation of employees, and customer orientation of service employee; (2) the effects of perceived self-efficacy on work motivation of employees and customer orientation of service employee; (3) the effects of work motivation of employees on customer orientation of service employee and employee professional competency; and (4) the effects of customer orientation of service employee on employee professional competency in modern full-service nail salon businesses in Bangkok and its metropolitan area. A mixed-methods research design was employed. In the qualitative phase, data were collected through in-depth interviews with six nail salon entrepreneurs and nine experienced employees. In the quantitative phase, data were gathered from 400 employees working in modern full-service nail salons using structured questionnaires. Structural Equation Modeling (SEM) was applied to analyze the data using statistical software. The results revealed that: (1) internal marketing had a positive effect on perceived self-efficacy and customer orientation of service employees, but had no statistically significant effect on work motivation of employees; (2) perceived self-efficacy had a positive effect on both work motivation of employees and customer orientation of service employee; (3) work motivation of employee had a positive effect on customer orientation of service employee and employee professional competency; and (4) customer orientation of service employee had a positive effect on employee professional competency
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