The Servicescape of the Beauty Academy Shows Educational Satisfaction and Effects on Behavioral Intentions

This study aimed to examine whether service cape and educational satisfaction affect behavioral intentions of beauty academy students and the mediating effect of educational satisfaction. A total of 171 samples were analyzed for factor analysis, reliability analysis, correlation analysis, and regression analysis. First, the social scape of the service scape was found to have a significant effect on educational satisfaction, but the material scape did not have any effect on educational satisfaction. Second, educational satisfaction was found to affect behavioral intention. Third, social scape was found to affect revisit intention and recommendation intention, and material scape was found to affect recommendation intention but did not affect revisit intention. Fourth, educational satisfaction was found to have a mediating effect on the relationship between servicescape and behavioral intention. Through this study, it is possible to specifically suggest whether beauty academy operators and educators should consider servicescape (physical and social) elements to increase learner satisfaction and loyalty, and it can provide basic data for improving the learner-centered environment in the operation of educational institutions.