Effects of QWL of Medical Cosmetology Service Providers on Self-Efficacy and Customer Orientation

Abstract

This study attempted to investigate the effects of quality of work life (QWL), self-efficacy and customer orientation against medical cosmetology service providers. For this, a questionnaire survey was performed against aestheticians, medical coordinators and nurse assistants from dermatology and cosmetic clinics (at least 10 medical staff) across the country from January 17 to 28, 2022. A total of 381 copies were used for final analysis, and the results found the followings: First, regarding the effects of QWL on self-efficacy, ‘personal aspect’ revealed the largest influence on ‘self-regulatory efficacy’, followed by ‘confidence’. Second, concerning the influence of QWL on customer orientation, ‘personal aspect’ showed the biggest effect on ‘analysis of customer needs’, followed by ‘satisfaction with customer needs’. It is anticipated that the study results would be available as basic data which are needed to achieve an organizational goal through effective support on human resources and revenue maximization by analyzing awareness of the QWL and designing a basic personnel management system. In order for employees to fulfill their duties, emotional stability, strong will and problem-solving ability are essential. Therefore, it is expected that efficient job placement based on personal characteristics and attitude would have a positive influence on work efficiency.