The Effect of Beauty Academy’s Education Service Quality on Re-enrollment Intention: Focusing on the Mediating Effect of Learning Transfer

This study aimed to empirically analyze the effect of education service quality at beauty academies on learners’ re-enrollment intention and to verify the mediating effect of learning transfer in this relationship. To achieve this, a questionnaire survey was conducted with 288 adult learners enrolled in beauty academies located in Seoul and Gyeonggi province. The collected data were analyzed using the SPSS 26.0 program for frequency analysis, factor analysis, reliability analysis, and hierarchical regression analysis to test the mediating effects based on the procedures suggested by Baron & Kenny(1986). The main findings of this study are as follows. First, among the sub-factors of education service quality, empathy, reliability and assurance, and tangibles had a significant positive effect on re-enrollment intention. Second, empathy and tangibles showed a significant positive effect on learning transfer. Third, in the relationship between education service quality and re-enrollment intention, learning transfer was found to have a complete mediating effect for the empathy factor and a partial mediating effect for the tangibles factor. These results suggest that in order to increase learners’ re-enrollment intention, beauty academies must not only provide a reliable educational environment but also focus on enhancing practical learning transfer by fostering a strong sense of empathy. This study provides practical implications for establishing effective educational strategies that can improve both learner satisfaction and the long-term growth of beauty academies.