보이차의 품질성과가 고객가치, 고객만족, 고객충성도에 미치는 영향에 관한 연구 = Effects of Perceived Quality Performance in Pu-erh Tea on Customer Value, Satisfaction and Loyalty

다국어 초록 (Multilingual Abstract)

Tea market compares with coffee, soda and other beverage markets, its scale is relatively smaller; but with the increasing caring about consumer's health, the drink consumption of tea there upon increases, and will continue increasing in the future.
Now, according to international tendency of market of Pu-erh tea, market of Pu-erh tea did not have open Europe in the past, but because the fact that Pu-erh tea is beneficial to the health is scientifically identified, they focus on young people, Pu-erh tea begins to spread, and form the situation that the market expands and in America, also have the situation that expands. The domestic market is also the same; the consumption of tea is in the state of spreading.
However, the research to Pu-erh tea’s consumers only stays on the level of foundation, now present the importance of the study that makes a concrete analysis of to tea consumers' characteristic.
This paper mainly probes into the relationship between people's cognitive quality achievement of Pu-erh tea and customer's value, the customer satisfies, customer's loyalty; The cognitive quality achievement is made up by technical quality, functional quality, the paper analysis what kind of influence does it make on the customer's value, the customer satisfies, and the customer’s loyalty.
The implications of inspection results are following:
First, the inspection results in the relation between the cognitive quality achievement and customer's value show that technical quality, functional quality’s price/brand, attribute quality and property make plus(+) effect on the customer’s value. So it can be seen that when the cognitive quality achievement becomes high, the customer’s value also will become higher.
Second, the inspection results in the relation between the cognitive quality achievement and customer's satisfies show that technical quality, functional quality’s price/brand, attribute quality and property make plus(+) effect on the customer’s value. So it can be seen that when the cognitive quality achievement becomes high, the customer’s satisfies also will become higher.
Third, the inspection results in the relation between the cognitive quality achievement and customer's loyalty show that technical quality, functional quality’s price/brand, attribute quality and property make plus(+) effect on the re-purchasing and traditional property. So it can be seen that when the cognitive quality achievement becomes high, the customer’s loyalty also will become higher.
Forth, the inspection results in the relation between the customer’s value and customer's satisfies show that the variable of customer’s value’s superiority of the quality of price comparison, the accepted price, the trust sense to quality and self-confidence make plus(+) effect on the customer’s value. So it can be seen that when the customer’s value becomes high, the customer’s satisfies also will become higher.
Fifth, the inspection results in the relation between the customer’s value and customer's loyalty show that the variable of customer’s value’s accepted price and self-confidence make plus(+) effect on the re-purchasing. And the variable of customer’s value’s accepted price, self-confidence and the raising of the grace make plus(+) effect on the re-purchasingand traditional property. So it can be seen that when the customer’s value becomes high, the customer’s loyalty also will become higher.
Sixth, the inspection results in the relation between the customer’s satisfies and customer's loyalty show that all of the variables of the overall satisfaction to the purchasing, the satisfaction to the quality, the satisfaction to the brand and expectation value of the customer’s satisfies make plus(+) effect on the customer’s re-purchasing and traditional property. So it can be seen that when the customer’s satisfies becomes high, the customer’s loyalty also will become higher.
This paper’s strategic implications are following:
First, for determine the cognitive quality achievement objectively; it proposed technological quality and functional quality’s evaluation criterion factors. So for that, it should ensure the Pu-erh tea’s quality competitiveness by evaluating the quality in this paper.
Second, the scale that the customers evaluate the product or service’s quality is that to satisfy the customers, should improve the quality to the extent that the customers look forward. To advance the Pu-erh tea’s customer value and customer satisfies, should improve the technical quality and functional quality. If want to improve the technical quality and functional quality which is for the customer’s satisfies, it is very important to deduce, evaluate and improve systematically, while to precise and concrete the quality characteristic related with Pu-erh tea intimately. Especially, to launch the customer satisfies activity during the process of promoting customers satisfy how to find customers satisfies factor effectively and to this, through setting up and meeting strategy, it is very important to make customers satisfy maximization.
Third, to advance the Pu-erh tea’s re-purchasing and traditional effect of customer loyalty, should improve the attribute quality of technical quality and functional quality. So for this, the quality advance and brand development is very important for Pu-erh tea’s selling. Under the rapidly changing distribution environment, to achieve the two aims of consistent market insurance and rise of receipt price, the strong brand power construction that can lead the market is very important. So for this, should raise the brand power while strengthen the quality, develop the differentiate brand and active the mass media positively.
Forth, the superiority of the quality of price comparison, the accepted price, the trust sense to quality and self-confidence are the customer value factors that make effect on the customer satisfies.
Fifth, the accepted price and self-confidence are the customer value factors that make effect on the re-purchasing of customer loyalty. And the accepted price, self-confidence and my quality’s advance are the customer value factors that make effect on the attribute effect.
To advance the re-purchasing and attribute effect of Pu-erh tea, compared with anything, the information strategy that shows to the consumer widely by the thorough market research is very important. To make an impressive positioning in the heart of customers, should develop vary of the information strategy programs.
Sixth, the results that inspect the relationship between the re-purchasing and traditional effect of the customer satisfy and customer loyalty, is that all of the variables of customer satisfies are very important. In the area that meets with the customers, compared with the relative concept’s competition superiority that meets with the focus on the superiority and inferiority among the competitors, should take a more serious view of the side that meets with the focus on whether the customer needs of the absolute concept are sufficiency.

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 제 1 절 연구의 목적 = 1
• 제 2 절 연구방법 및 구성 = 3
• 제 2 장 이론적 배경 = 5
• 제 1 절 인지된 품질성과 = 5
• 제 2 절 고객가치 = 13
• 1. 고객의 가치지각 = 13
• 2. 지각된 가치측정 = 15
• 3. 고객가치 지각에 대한 선행연구 = 19
• 제 3 절 고객 만족에 관한 연구 = 21
• 제 4 절 고객충성도 = 27
• 제 5 절 보이차 현황과 실태 = 34
• 1. 중국 지역별 차 생산 현황 = 34
• 2. 보이차 유래와 역사 = 36
• 3. 보이차 유형 = 41
• 4. 보이차의 품질과 효능 = 46
• 제 3 장 실증연구의 설계 = 60
• 제 1 절 연구모형과 가설 설정 = 60
• 1. 연구모형 = 60
• 2. 가설 설정 = 61
• 제 2 절 변수의 조작적 정의 및 측정 = 61
• 제 3 절 조사 방법 = 63
• 1. 설문지의 구성 및 내용 = 63
• 2. 표본의 추출 및 자료수집방법 = 65
• 3. 통계처리방법 = 65
• 제 4 장 실증분석 및 결과 = 66
• 제 1 절 표본의 특성 = 66
• 1. 표본의 일반적 특성 = 66
• 2. 표본의 인구통계학적 특성 = 68
• 제 2 절 측정도구의 신뢰성 및 타당성 분석 = 70
• 1. 신뢰성 분석 = 70
• 2. 타당성 분석 = 72
• 3. 측정변수의 기술통계분석 = 75
• 제 3 절 가설검증 = 78
• 1. 인지된 품질성과와 고객가치간의 관계 = 78
• 2. 인지된 품질성과와 고객만족간의 관계 = 80
• 3. 인지된 품질성과와 고객충성도간의 관계 = 81
• 4 고객가치와 고객만족간의 관계 = 84
• 5. 고객가치와 고객충성도간의 관계 = 86
• 6. 고객만족과 고객충성도간의 관계 = 88
• 제 4 절 검증결과의 요약 = 91
• 제 5 장 결론 = 96
• 제 1 절 연구의 요약 = 96
• 제 2 절 연구결과의 시사점 = 98
• 제 3 절 연구의 한계점 = 100
• 참고문헌 = 102
• ABSTRACT = 112
• 설문지 = 116