A Study on the Influence of Educational Service Quality and Instructor Authencity on Fanship in Beauty Education

Abstract

This study attempted to investigate the influence of the quality of cosmetology education and instructors’ authenticity on fanship and to employ the results as basic data for the qualitative improvement of cosmetology education. For this, a questionnaire survey was performed among aesthetic service workers who had a cosmetology training program, and a total of 506 copies were used for final analysis. The study results found the following: First, according to the analysis of subjects’ demographic characteristics, ‘women/20s’ and ‘junior college’ were the highest in terms of gender/age and educational background. In terms of the employment length at the current job, ‘1-2 year(s)’ was the highest. When asked how long they have been in the cosmetology industry, ‘less than one (1) year’ was the most common response. In terms of average monthly income, ‘KRW 1-2 million’ was the highest. Second, concerning the effects of the quality of cosmetology education on fanship, ‘reliability’, ‘responsiveness’, ‘assurance’, and ‘empathy’ had a statistically significant influence on ‘recommendation intention’, ‘attractiveness’, ‘relationship maintenance’ and ‘authenticity’. Specifically, ‘reliability’ and ‘responsiveness’ revealed a negative influence on ‘relationship maintenance’ and ‘authenticity’, respectively. Third, regarding the effects of authenticity on fanship, all authenticity-related factors positively influenced ‘recommendation intention’, ‘attractiveness’, and ‘authenticity’ with statistical significance. In addition, ‘originality’ showed a statistically significant effect on ‘relationship maintenance’. The above results confirmed that for proper learning transfer by cosmetology education instructors and sustainable education, it is required to show interest in their fanship and make continued efforts for improvement.