| Abstract |
| This study aims to identify those influences; reveal the differences among academy types - franchises, vocational training institutions, and private academies; provide helpful information with beauty academy students when they choose a academy.
The results are as follows; First, education and service options, which are among beauty academy selecting factors, had positive effects on educational satisfaction, which is included in student satisfaction.
service options rather than education ones affected students` service satisfaction positively. Second, both education and service satisfaction exercised positive effects on reregistration intention and wom behavior. Regarding influences of student satisfaction on reregistration intention, there was relatively higher effects in service satisfaction, while education satisfaction affected relatively more considering wom behavior. Third, reregistration intention had a positive influence on wom behavior. Fourth, differences among academy types - franchises, vocational training institutions, and private academies - showed significant differences in all research variables considering beauty academy selecting factors, student satisfaction, reregistration intention, and wom behavior. In addition, private academy type had the most significant differences in all the variables. |
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| Key Words |
| 뷰티아카데미 선택요인, 수강생만족도, 재수강의도, 구전행동, Beauty Academy Selecting Factors, Student Satisfaction, Reregistration Intention, Wom Behavior |
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