Purpose: This study empirically examined whether customers’ emotional responses and satisfaction significantly influence revisit intention through servicescape components: aesthetic quality, attractiveness, indoor thermal environment, cleanliness, and convenience.Methods: A quantitative survey was conducted in South Korea from October 15 to 20, 2020; the sample included 400 adults aged 20–50 nationwide. Data were analyzed using SPSS Win 25.0 through reliability and validity testing, factor analysis, χ² test, t-test, and one-way analysis of variance. Multiple regression analysis was performed to determine how servicescape affects emotional responses, satisfaction, and revisit intention, and to examine their interrelationships.Results: High perceptions of servicescape were associated with strong positive emotions. Indoor thermal environment and aesthetic quality significantly influenced customer satisfaction; at the same time, cleanliness, aesthetic quality, and indoor thermal environment were key factors in reducing negative emotions. Conversely, attractiveness and convenience showed no statistical significance.Conclusion: These findings demonstrate that a skin care shop’s physical environment is critical in shaping emotional responses and behavioral intentions. This study provides practical and specific case evidence, enriching existing customer behavior theories.
Yang et al. (Fri,) studied this question.