전통차전문점 방문객의 차품질 지각에 영향을 미치는 속성

The Factors Influence to the Perception of Tea Quality by Customers of Korean Traditional Tea Cafeteria

The purpose of this study was to investigate the factors that influence the perception of quality of tea of the customers of korean traditional tea cafeteria. The data of 183 questionaries were gathered from customers who have purchased or drank the tea by visiting korean traditional tea cafeteria. The collected parameters were processed with SPSS 15.0. The validity of the 20 features was evaluated via factor analysis. Six total factors were identified which consist pursuit of enjoyment, atmosphere & view, easy to approach, service, information, and popularity. Especially, two factors have an effect on customer's perception, service and information, based on the quality of tea. The most influential factor was the information about the tea. Customers feel more satisfied when they get good service and information about the tea.