The impact of coffee education service quality on learning flow and learning satisfaction: the effectiveness of learning flow and the SCA Image

This study examined how learners' perceived quality of educational service affected their learning flow and satisfaction in specialty coffee training institutions. This study established a model based on six research hypotheses derived from theoretical review to achieve the research objectives. Data, collected from 400 students who experience in a coffee training institution located in Busan, were used to test the hypotheses and research model. First, the quality of educational service had a positive and significant effect on learning flow, while the quality of administrative service did not. Second, facility service among the dimensions of educational service quality had insignificant effect on learning flow. Third, learning flow had a positive and significant effect on learning satisfaction. Fourth, learning flow had an indirect positive effect on learning satisfaction. The exception to this was in the role of administrative services in the relationship between educational service quality and learning satisfaction. Fifth, SCA image did not have moderating effect on the relationship between educational service quality and learning flow. Sixth, SCA image had a significant moderating effect on quality of facility services. For specific examination of the influence of educational service quality on learners in coffee training institutions, these findings provide practical suggestions on the relationship between learning flow, learning satisfaction, and SCA image. The findings also contributes to the development of the service field.