A Study on the Structural Relationship among Customer Experience, Emotional Response, Customer Value and Customer Satisfaction of Traditional Teahouse Users

Abstract

The purpose of this study was to examine the relationship among emotional response and customer value and customer satisfaction to use by measuring customer experience in traditional teahouses.The survey for empirical analysis was conducted for three months from February to April 2019 for those who have used traditional tea houses living in Busan Metropolitan City.A total of 350 copies of the questionnaire were distributed, of which 296 copies were used for analysis.The SPSS was used to verify the demographic characteristics and reliability and validity of measurement tools of data collected by conducting surveys.In addition, convergent feasibility and discriminative feasibility were verified using AMOS, and structural equation model analysis was conducted for hypothesis verification of this study.The results of this empirical study are summarized as follows.First, for hypothesis1 and hypothesis2 stasting that customer experience of traditional teahouse will affect emotional response and customer value.As a result, customer experience (intellectual, behavioral, emotional, and sensual) respectively.Second, the hypothesis3 that the emotional reaction to the traditional teahouse will affect the customer's value, the emotional response in the traditional teahouse has a positive effect on the customer value.Third, empirical responses were found to have a positive effect on customer satisfaction as a result of examining Hypothesis4 that emotional response would affect customer satisfaction.Fourth, we tested hypothesis5 that customer value would affect customer satisfaction.This result can be interpreted as the result that customer satisfaction level of traditional teahouse is higher as the customer value level of customer is higher.