Correlations of Beauty Instructors’ Nonverbal Communication Skills with Learner Trust and Reenrollment

Abstract

This study attempted to investigate how beauty instructors’ nonverbal communication skills are correlated with learner trust and reenrollment. For this, a questionnaire survey was performed against a total of 159 beauty academy students in Busan, using SPSS 25.0. Specifically, frequency analysis was performed to examine subjects’ general characteristics. To analyze the validity and reliability of nonverbal communication skills, trust and reenrollment, factor analysis was conducted. To examine correlations among variables, correlation analysis was carried out. For hypothesis testing, regression analysis was implemented. To figure out the mediating effects of trust, furthermore, 3-step mediated regression analysis was conducted, and the results found the followings: First, in correlations between nonverbal communication skills and learner trust, object language and auditory language had a statistically significant effect on learner trust. Second, learner trust revealed an influence on reenrollment with statistical significance. Third, in correlations between nonverbal communication skills and reenrollment, object language and body language were important factors. Fourth, concerning the mediating effects of trust in correlations between nonverbal communication skills and reenrollment, full mediation was observed in body language, auditory language, object language and empathetic language. In sum, this study has proven that beauty instructors’ nonverbal communication ability is meaningful as a precursor in enhancing learner trust and reenrollment.