Developing Sustainable Competitive Strategies in the Beauty Service Industry: A SWOT-AHP Approach

The purpose of this study is to provide concrete growth strategies and practical development methods in the beauty service industry. This consists a SWOT (Strength, Weakness, Opportunity, Threat) analysis from literature review in-depth interviews with experts industry South Korea. Analytic Hierarchy Process (AHP) applied finalized matrix incorporate experts’ ideas. combined high priority factors present four types strategic alternatives: Strength–Opportunity (SO), Strength–Threat (ST), Weakness–Opportunity (WO), Weakness–Threat (WT). applies an environmental framework management strategy field construct sophisticated matrix. Furthermore, quantifies importance components through AHP determine priorities lay groundwork for timely sustainable Based on SWOT-AHP analysis, suggests that companies should pay attention lack profitability employee stress turnover rates caused by poor working conditions emotional labor. In addition, Korean government gradually shift away effective legal system grow