A Study on the Effect of the Quality of the Relationship between Nail Shop Workers and Consumers on the Balance of Work and Life: Focusing on the Mediating Effect of Burnout

Abstract

This study attempted to look at the concept of the quality of relationships between beauty service providers and consumers at the service provider level, which was not noted in previous studies, and to examine the effect of the quality of relationships with consumers on their work-life balance. The main research results of this study according to the purpose and method of the study are summarized as follows. First, as a result of analyzing the effect of the quality factor of relationship with consumers perceived by nail shop workers on their job burnout level, trust and satisfaction among the detailed factors of the quality of relationship with each consumer had a statistically significant negative (-) effect on the job burnout of nail shop workers. Second, as a result of analyzing the effect of the quality factors of relationships with consumers perceived by nail shop workers on their work-life balance level, immersion, trust, and satisfaction among the detailed factors of the quality of relationships with each consumer had a statistically significant positive (+) effect on the work-life balance of nail shop workers. Finally, as a result of analyzing the mediating effect of job burnout in the relationship between the quality of relationships with consumers perceived by nail shop workers on their work-life balance level, job burnout had the effect of mediating relationship quality and work-life balance. The conclusion of this study based on these facts is a reminder of the need to pay attention to relationship marketing as a new human resource management method in the beauty service industry today. It is suggested that a more systematic qualitative analysis study is needed to establish a specific relationship marketing strategy to obtain the relational satisfaction, commitment, and trust that can be obtained from the relationship of workers with consumers.