여성 공무원의 외모관리 인식과 관리행태에 관한 연구

Abstract

There is a tendency that female consumers have more diverse and segmented needs for appearance management in pursuit of a more refined image due to an increase in the number of working women and improved economic standing. In recent days, there is a paradigm shift in administration as well, and public organizations make an effort to provide better service. Under the circumstances, the external image of government workers is increasingly regarded as one of important factors to affect satisfaction with public administration service and trust in government. The purpose of this study was to examine the awareness of female government workers on appearance management and their appearance management behavior in an effort to provide useful information on how to formulate differentiated marketing strategies in response to the changes of the appearance management industry. And it's also meant to seek ways for female public officials to keep up their appearance properly to boost their internal and external images. The above-mentioned findings showed that the female government workers were aware of the importance of external image, had an intention to try to keep up appearance and had a relatively good knowledge on the skin and cosmetics. Therefore it will make a contribution to the growth of the appearance management industry if appropriate marketing strategies are formulated in consideration of the characteristics of female public officials to lure potential customers. Also, it will serve to provide more satisfactory and trustworthy public administration service if they are informed about how to keep up appearance to improve their image.