An Analysis of the Structural Relationships among Beauty Education Service Quality, Major Satisfaction, Academic Achievement, and Major Loyalty Perceived by Chinese Beauty Major College Students

This study was conducted from July 15 to August 17, 2025, to investigate the structural relationships among beauty education service quality, major satisfaction, academic achievement, and major loyalty among Chinese beauty major college students. A survey was administered to beauty major students at Chinese universities, and a total of 445 responses were utilized for the final analysis. The collected data were analyzed using SPSS 25.0 and AMOS 25.0 programs to perform frequency analysis, reliability and validity analysis, correlation analysis, and structural equation modeling (SEM). The results of the study revealed statistically significant positive correlations among beauty education service quality, major satisfaction, academic achievement, and major loyalty. Furthermore, beauty education service quality exerted a significant positive effect on major satisfaction, academic achievement, and major loyalty. Similarly, major satisfaction was confirmed to have a significant positive influence on both academic achievement and major loyalty. This study holds significance as it empirically elucidates the relationships among beauty education service quality, major satisfaction, academic achievement, and major loyalty among beauty major university students in China, and provides foundational data for improving beauty education services and enhancing educational quality in Chinese universities.