The beauty acamedy industry has been regarded as one of the service industries as globalization leads to opening and interchanging the beauty industry to the world. Therefore, it is required that the service concept should be introduced to enhance its service quality and its competitiveness in the global market and that aggressive investment and research should be made. Furthermore, keeping pace with the trend that the beauty industry is becoming larger and gentrified, technical professionals in the beauty industry should be trained and beauty service education companies should seek to improve the service quality in order to manage the service levels. To run a successful beauty academy, one should maintain student satisfaction and understand the influence of its marketing and education service on students and the influence of student satisfaction on students'' reregistration intention and wom behavior. This study aims to identify those influences; reveal the differences among acamemy types - franchises, vocational training institutions, and private academies; provide helpful information with beauty academy students when they choose a academy; and present practical marketing implications to beauty academies.
For this study, the survey questions were sent to students of beauty academies located in Daegu from September 26 to October 12, 2013. 432 questionnaires were returned and processed statistically. Using SPSS 19.0 statistic program, frequency analysis of the data collected was conducted to reveal the distribution of types of respondents; and factor analysis and reliability analysis were carried out in order to analyze validity and reliability of measures. Moreover, multiple regression analysis and regression analysis were conducted to find out influences between variables; and to investigate differences among the types of beauty academies, one-way analysis of variance and posteriori tests were done.

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. It also appeared that education options had relatively more impacts. And 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.

Through empirical research on beauty academy selecting factors, this study identified that selecting factors had influences on student satisfaction, reregistration intention and wom behavior; and private academy type was over other academy types with regard to differences among beauty academy types - franchises, vocational training institutions, and private academies. The results will provide important information when students selecting a beauty academy and also will offer implications of flexible marketing points for the academy management.