Keywords
Subjective Career Success
Customer Orientation
Pay Satisfaction
Moderated Mediation
How to Cite
Abstract
This study investigated the relationship between Professional Identity, Subjective Career Success, and Customer Orientation among estheticians in first-tier Chinese cities. Using Hayes' PROCESS macro, the study examined the mediating effect of Subjective Career Success and the moderating effect of Pay Satisfaction on the relationship between Professional Identity and Customer Orientation. Results showed that Subjective Career Success partially mediated the relationship between Professional Identity and Customer Orientation. Furthermore, the indirect effect of Professional Identity on Customer Orientation through Subjective Career Success was significantly stronger at higher levels of Pay Satisfaction. These findings highlight the crucial role of Professional Identity, Subjective Career Success, and Pay Satisfaction in shaping customer-oriented behavior among estheticians in the Chinese beauty industry.References
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Copyright (c) 2025 Sun A Kim; Zhaoqi Li (Co-Authors)