뷰티샵의 서비스스케이프가 만족 및 구전 의도에 미치는 영향 : 오프라인 구전의도와 온라인 구전의도

Purpose : This study examines how beauty shop servicescapes-conceptualized as relational resources, attractiveness, organization, store size, and lounge space-affect customer satisfaction and, in turn, offline and online word-of-mouth (WOM) intentions within the Stimulus–Organism-Response (SOR) framework. Research design, data, and methodology: A structured online survey was conducted with adults aged 20 and over who had visited a beauty shop within the past year. Data from 461 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1. Reliability, convergent validity, and discriminant validity were verified prior to hypothesis testing. Results: Relational resources emerged as the strongest predictor of satisfaction, followed by attractiveness and organization. Store size and lounge space did not show significant direct effects on satisfaction. Satisfaction strongly influenced both offline WOM intention and online WOM intention . Conclusions: The findings highlight the central role of social servicescape (relational resources) in beauty shop experiences and confirm satisfaction as a key mediator linking servicescape perceptions to both offline and online WOM. The study extends servicescape research to an underexplored context and offers strategic guidance for experience-centric beauty shop management.