Influence of Servicescape on Customers’ Emotional Reaction, Satisfaction, and Revisit Intention in Skin Care Shops

Purpose: This study empirically examined whether customers’ emotional responses and satisfaction significantly influence revisit intention through servicescape components: aesthetic quality, attractiveness, indoor thermal environment, cleanliness, and convenience.Methods: A quantitative survey was conducted in South Korea from October 15 to 20, 2020; the sample included 400 adults aged 20–50 nationwide. Data were analyzed using SPSS Win 25.0 through reliability and validity testing, factor analysis, χ² test, <i>t</i>-test, and one-way analysis of variance. Multiple regression analysis was performed to determine how servicescape affects emotional responses, satisfaction, and revisit intention, and to examine their interrelationships.Results: High perceptions of servicescape were associated with strong positive emotions. Indoor thermal environment and aesthetic quality significantly influenced customer satisfaction; at the same time, cleanliness, aesthetic quality, and indoor thermal environment were key factors in reducing negative emotions. Conversely, attractiveness and convenience showed no statistical significance.Conclusion: These findings demonstrate that a skin care shop’s physical environment is critical in shaping emotional responses and behavioral intentions. This study provides practical and specific case evidence, enriching existing customer behavior theories.